The Glenlivet Takes Back Its Crown With a Cocktail of Fashion, Pods and Ice Cream

Shefali Murdia, Pernod Ricard's director of brand engagement, explains how a storied liquor brand became innovative again

The Glenlivet, once again the top single-malt Scotch whisky by volume and sales, realized its marketing needed a spruce when the brand began losing ground to a key rival.