William Grant & Sons Ltd.: Single Malt campaign

William Grant & Sons, the UK distillers, own Glenfiddich, a single malt with a 27% global market share, but little exposure in the U.S.

William Grant & Sons Ltd.: Single Malt campaign

Judson Knight

OVERVIEW

Having established what constituted a high advertising budget for its Glenfiddich brand of scotch, nearly $1.7 million, William Grant & Sons Ltd. at the end of 1998 moved...