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Glenfiddich introduces a new era with a bold redesign
By Shivani Dubey | 25 March 2026 | Food & Drink
Glenfiddich is headed into a new era of whisky making as it unveils a bold redesign in anticipation of the next chapter for the brand
Glenfiddich now has a whole new look, as the award-winning Scotch malt whisky brand has unveiled a bold new visual identity in anticipation of its next chapter. Crafted for a contemporary audience, the refreshed look celebrates 139 years of heritage while signalling a ‘confident future’.
Drawing on five generations of the Glenfiddich family archive, the redesign balances ‘timeless elegance with modern sophistication’. Glenfiddich’s redesign is inspired by the pioneering releases of the 1960s, when the brand helped establish single malt Scotch whisky as an international spirits category.
The brand’s iconic stag, inspired by Sir Edwin Landseer’s 1851 painting ‘The Monarch of the Glen’, has been refined to reflect the character of the whisky and is framed by the distillery’s founding year, 1887. Capturing the landscape of Glenfiddich’s home in Speyside with depth and organic movement, the reworked stag has been refined to reflect the character of the whisky and is framed by the distillery’s founding year of 1887.
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Glenfiddich’s famed wordmark has also been reimagined: the sans-serif typography evokes modernity while paying tribute to British type design and the wordmark that first appeared on its bottles in the 1960s. Meanwhile, the brand continues to honour William Grant, who laid the foundation stone of the distillery in 1887, with the embossed Grant family crest carrying the motto “Stand Fast”, reflecting the family’s commitment to craft and place.
Speaking of the redesign, Brian Kinsman, Glenfiddich malt master, commented how the redesign is a reflection of the distillery’s future of new techniques and collaborations.
“Innovation has always been part of Glenfiddich’s DNA. The distillery was founded by people who weren’t afraid to take risks, and that spirit still guides us today. It remains a driving force behind Glenfiddich’s status as the world’s most awarded single malt Scotch whisky.
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“As Glenfiddich looks to the future with new cask finishes, maturation techniques and collaborations that challenge perceptions of single malt, the brand remains rooted in continuity, with deep respect for what has come before,” said Brian.
Will Peacock, global brand managing director at William Grant & Sons, echoed those sentiments, saying: “With Glenfiddich’s design evolution, we are pleased to reveal a refreshed look that honours the past of this 139-year-old whisky while celebrating a timeless modernity. This latest transformation reflects Glenfiddich’s living legacy as a British luxury icon while setting the scene for its next chapter.”
The Glenfiddich redesign will debut worldwide from April 2026, but has already been seen on the Aston Martin Aramco Formula One Team cars, a team that the brand launched a partnership with in 2025.