Glenfiddich turns to metal as single malt market blooms
Global demand for single malt Scotch whisky has surged in recent years, with export figures in 2016 topping £1bn for the very first time. According to the latest Global Scotch Whisky Insights Report, single malts will continue to gather momentum through 2021, with the only barrier to success lying in the volumes single malt producers can supply.
This impressive growth is being driven, in part, by a demand for premium products - a category in which single malt whisky, and Glenfiddich in particular, undoubtedly belongs. Premiumisation has led many global brands to leverage packaging as a truly unique, sophisticated finishing touch to complement their products. Metal packaging is an ideal option to achieve this goal, offering a great deal of design and decoration freedom to create flourishes and incorporate fine details that add an extra level of class.
Glenfiddich partnered with Crown to create bespoke tins for its 12- and 15-year-old single malt whiskies. The format was chosen for its premium feel, natural adaptability as an option for promotional or limited edition packaging and superior sustainable credentials. The metal used to create the tins is infinitely recyclable, meaning it can go through the recycling process over and over again with no loss of physical properties.
The collaboration has resulted in tins that echo Glenfiddich's classic 'tround' bottle shape, a triangle with rounded corners, creating a distinctive silhouette that will stand out on retail shelves. The addition of advanced embossing and ink matt effects give the tin a tactile, velvety feel, with a design that draws the eye to the Glenfiddich stag at its heart, making the brand stand out in a manner that is unmistakable.