Glenfiddich Seizes Back The Lead From The Glenlivet

By Richard Thomas

According to the latest sales data, The Glenfiddich is once again the world’s top selling brand of single malt Scotch, having seized the crown back from The Glenlivet.

The Glenlivet’s challenge for the top spot began when it crossed the one million cases shipped mark in August 2014. Roughly a year later, the Pernod-Ricard owned brand overtook the only other single malt brand selling more than a million cases per year, William Grant & Sons brand The Glenfiddich.

Since then, however, The Glenlivet has experienced a sales slump. According to data from The Brand Champions, sales have fallen to 1.03 million cases. Meanwhile, growth at The Glenfiddich has accelerated, with sales reaching 1.21 million cases in 2016. This was partially driven by the success of new Glenfiddich expressions, such as their experimental IPA and Project XX.