Created in 1887, Glenfiddich is enjoyed today in more than 180 countries around the world and is a global icon for single malt Scotch whisky. The Drum speaks to the brand to find out how it has handled the demand for whisky in Asia, which has increased exponentially in recent years.

Drinking is a largely social activity, with after-hours imbibing usually taking place at restaurants and watering holes. With Covid-19 pandemic regulations mandating frequent closures and reduced capacities at these establishments in 2020, whisky brand Glenfiddich saw a shift toward home dining and smaller group gatherings.

A year on, Brett Bayly, regional brand ambassador for Glenfiddich in South East Asia at William Grant & Sons, says a positive change has been that consumers are more open to exploring different types of food, drink and experiences, with many also looking to support local businesses.

“We are seeing that this behavior remains unchanged even as countries move in and out of lockdown – customers still maintain a level of curiosity and interest to explore new brands and options,” he explains.

“An online presence is key to reaching and sustaining engagement with consumers, and we have strengthened our outreach via online platforms.”

To ride on this trend, Glenfiddich recently launched a campaign called ‘Where Next’ to communicate the uncertain and challenging journey of growth. The campaign features a new film called ‘Stag’ and social, digital, OOH and print advertising.

The brand also partnered with TEDx communities across SEA, who are like-minded in looking to spark connections and peer learning. This is the first-ever region-wide partnership to present ImagineNext, a series of powerful talks by local changemakers.

“The stag is part of our Glenfiddich brand logo. Every year, a stag sheds its antlers before growing them back. This sees the stag becoming vulnerable and alone, exposed to uncertainty,” explains Bayly.

“But through this journey of embracing the unknown, it grows stronger than before – something that I believe is relatable to our community as we have all been in the same circumstance, in some way or another. Glenfiddich has been an innovator, always challenging convention and pursuing excellence in the category. We have never stood still, constantly pushing boundaries with new innovations and new campaigns.”
What has Glenfiddich learned from the pandemic?

The ‘What Next’ campaign also stems from the lessons Glenfiddich has gleaned from the pandemic.

As an independent family-run distillery, the brand’s relationships with dining establishments and watering holes are very important as it works closely with them all year round. It is through them that Glenfiddich can build a bar and F&B community around the region to bring more experiences to customers.

However, these very institutions were one of the most affected by pandemic restrictions, with many having to close frequently or operate at a greatly reduced capacity. While pivoting online became the new standard as bars rushed to introduce delivery and takeaway menus, the reality of the situation was that many would not be able to ride out the storm and ran the risk of having to shutter their doors permanently.

“Our priority since the pandemic began last year has been to focus our energies on how we can support our local partners. For example, last year we launched the 1887 Virtual Bar in Singapore. Eponymously named after the year William Grant & Sons was founded, the 1887 Virtual Bar was created to lend support to local bars affected by circuit-breaker closures to remain ‘open’ and sell cocktails,” says Bayly.

“Beyond entertainment for consumers stuck at home, the 1887 Virtual Bar also doubled as a fundraiser with each guest shift accompanied by a thematic menu from which consumers could purchase digital cocktail vouchers (to be used when the bars re-opened their physical doors) at S$20 each in support of their favorite watering holes.”

He adds: “Standing in solidarity with the local bartending community, we matched donations dollar-for-dollar, up to S$1,000 per week. Over 18 weeks, the 1887 Virtual Bar raised close to S$30,000 through the sale of over 730 cocktails.”
Why is SEA important for Glenfiddich?

Over the years the demand for whisky in Asia has increased exponentially, according to Sotheby’s 2019 market report, which found buyers from Asia comprised 66% of Sotheby’s global sales, up from 62% in 2013.

As the brand ambassador for Glenfiddich in this region, Bayly has observed how the community of passionate whisky drinkers has grown as more consumers get exposed to, and cultivate a taste for, the dram. He says it is an exciting time for single malt Scotch whisky in SEA as there is a lot of potential for growth as Glenfiddich unlocks consumer tastes and preferences.

“SEA is a diverse set of countries, wherefrom one end, you have an established single malt market like Malaysia where consumers are looking for the latest in the category as compared to Thailand, where the exploration for single malts is just starting. Hence, we see the region as an exciting opportunity to bring best-in-class experiences,” says Bayly.

“Consumers in SEA are well connected and informed, always seeking something new. We’re always looking for new ways to keep them engaged, from experiential marketing campaigns to relevant partnerships.”

As more consumers enter the world of whisky and become connoisseurs and collectors, they begin to look for provenance and exclusivity in a whisky.

This rising demand has prompted the Grant family to open the world’s first Distillers Library in Singapore, an invite-only private client suite, to offer this growing community of passionate collectors access to exceptional bottles from its reserves.

This article is about: Singapore, Digital Transformation,