WHISKEY’S BIG NEW OF THE DAY: Scotland’s favourite whisky revealed
The title of Scotland’s best-loved single malt whisky has changed hands for the first time in over a decade.
After 13 years, Glenmorangie has lost its top tipple title to rival Glenfiddich.
Latest sales figures show sales of Glenfiddich have increased by 24%, while Glenmorangie purchases have fallen by the same figure.
The Dufftown-brand is already the leading single malt in the UK market but according to trade magazine The Grocer, this is the first time it has claimed the Scotland title.
Owner William Grant & Sons put Glenfiddich’s success down to its continued investment in the brand.
Glenmorangie was bought by Moët Hennessy Louis Vuitton in 2004.
Edinburgh-based whisky writer Charles Maclean told the Scotsman newspaper he was surprised to hear the figures.
He said: “It’s difficult to understand why this change has happened. I would think it comes down to advertising and pricing. From a taste perspective, Glenmorangie have upped their game. Its little things like filtration that have enhanced the flavour, and that can be influenced by a whole range of factors in malt whisky.
“Generally distillers don’t like to change the flavour of their produce because customers don’t like it. And 90% of whisky goes into blends.
“But I think Scots are shopping around a bit more. Both Glenmorangie and Glenfiddich are relatively light styles of malt whisky compared to McCallum’s, for example.”
Glenmorangie are due to move its headquarters from Broxburn, West Lothian to the east end of Edinburgh before the end of the year.
In 2008, the top brands in the UK were Glenfiddich, followed by Glenmorangie Original, Glenlivet, Glenmorangie 10 year old, Laphroaig, Highland Park, Aberlour, Glen Moray, Isle of Jura and Talisker.
(via:STV)
