On 13th December 2018, Struan Grant Ralph, The Global Brand Ambassador for the World’s Most Awarded single malt Scotch whisky, Glenfiddich, officially unveiled the exquisite expression that is the Glenfiddich 21 Year Old to the Kenyan market.
Marking his second visit to Kenya, Struan expressed, “It’s my absolute pleasure to be back in Kenya, a country I have always loved to visit, especially as we have Glenfiddich 21 year here for the first time.”
The unveil of the Glenfiddich 21 comes at a time when imported spirits are enjoying double digit growth rates. Premiumisation is a defining feature particularly within the middle class, upper middle class and high net worth individual segments who have a discerning palette. According to the IWSR Report 2016-2017, whisky is Kenya’s hottest alcohol category. Scotch growth is at 26%, with Glenfiddich at the helm. Single Malt Scotch whisky also doubled it’s volumes as it garnered a reputation as the discerning whisky drinker’s choice.
William Grant built The Glenfiddich Distillery from scratch alongside his seven sons and two daughters who helped finance and lay the foundations with their bare hands. They pioneered this “family owned and family run” project in 1886 and Christmas Day in 1887 marked the date when the first drops of whisky flowed from the stills in the distillery he and his family had toiled for a year to build. Today, Glenfiddich is one of the few single malt distilleries to remain entirely family owned. Independence, passion, boldness and determination are all characteristics that remain at the heart of what they do. Over the years, the family has continually challenged established whisky-making norms to innovate and create superior whiskies. Passion for the industry and drive for success are part of the family make-up, and characteristics also found in their ‘extended family’ of skilled onsite coopers, stillmen and warehousemen at The Glenfiddich Distillery.
“The Kenyan market is rapidly becoming a focus market for us at Glenfiddich, we feel confident a Single Malt like Glenfiddich 21 years will continue to excite our consumers as we continue to bring the World’s Most Awarded whisky to this great country.” commented Struan.
“We have noted a remarkable uptake for Glenfiddich within the top trending bars across Nairobi. The response to the brand is built on natural affinity and sustained effort to ensure we engage our target audience at the right time and place, with the right serve for the occasion.” stated Kariuki Mukii, Prestige On Trade Manager – East Africa – Willian Grants & Sons, “Glenfiddich is one of the few remaining family run, independent distilleries in Scotland, which resonates deeply with a significant number of Kenyan whisky consumers who also have the same irrepressible maverick spirit and restless sense of purpose, with a desire to blaze their own trail in life and business.” he added.
The remarkable Glenfiddich 21 Year Old is matured in a combination of American and European oak casks for 21 years and finished for four months in American oak barrels seasoned with Glenfiddich’s own Caribbean rum, imbuing the whisky with extra exotic notes. The 21 Year Old is the only Glenfiddich single malt to undergo this unique finishing in Gran Reserva casks that once contained premium Caribbean rum, specially imported to The Glenfiddich Distillery. The rum is blended to the Speyside distiller’s secret recipe from several tropical Caribbean islands to awaken distinctive notes of ginger, lime and banana within the rich smoothness of the patiently mellowed 21 Year Old.
Peter Gordon, Glenfiddich Company Director said: “In many ways, the 21 Year Old epitomises our ability as a family run company to challenge established whisky-making norms. Independence enables us to push boundaries in our pursuit of making single malts like no other. The 21 Year Old reflects our continued commitment to expertly nurture liquids here at the distillery and our freedom to take inspiration from beyond Scottish borders to create truly distinctive single malts. It’s this culture of curiosity, instilled in our family by my great-great grandfather, which marks Glenfiddich out among whisky-makers.”
The Glenfiddich 21 is available at leading retailers and selected prestigious bars across the city.
Award Winning, The Glenfiddich 21 has won several awards including:
- Silver Outstanding at the International Wine and Spirit Competition 2018
- Gold at the International Wine and Spirit Competition 2017
- Gold at the International Wine and Spirit Competition 2016
- Master at the Scotch Whisky Masters Awards 2014
- Gold at the International Spirits Challenge 2014
- Gold at the International Wine and Spirit Competition 2014
Glenfiddich is distilled by William Grant & Sons, Ltd. They were crowned Scotch Whisky Producer of the Year 2018 at the International Wine and Spirit Competition as well as Distiller of The Year 2018.