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

Shefali Murdia
Pernod Ricard's brand engagement director Shefali Murdia discusses Glenlivet's partnership with top fashion designers. Sean T. Smith for Adweek

Key insights:

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.

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@RichCollings Richard Collings is a retail reporter at Adweek.