By Andy Young

The Glenlivet has become the world's largest single malt Scotch whisky brand by volume, according to IWSR 2014 figures.

The brand put the jump to number one down to "innovative new expressions, engaging marketing campaigns and the online community for brand fans, The Guardians of The Glenlivet".

Laurent Lacassagne, chairman & CEO of Chivas Brothers, added: "The past five years have been phenomenal for The Glenlivet. The brand has grown consistently, with value ahead of volume, because we have listened to what whisky fans are looking for when considering a dram. 

"In response to consumer demand we are delivering ever more innovative styles of whisky and more engagement. The Glenlivet has proudly led the category on these fronts and I am honoured to add leadership in volume sales to this list of achievements."

The Glenlivet has recently released The Winshecter Collection, The Guardians' Chapter and the Founder's Reserve. The latter will replace The Glenlivet 12-year-old in Australia.

Lacassagne added: “As we look to the future, we will continue to broaden The Glenlivet range and to further drive consumer engagement, while keeping the legacy of George Smith’s commitment to quality and craftsmanship alive. 

"We will also continue to invest in The Glenlivet Distillery, increasing capacity to meet future demand and to maintain the same high level of standards for which our whiskies are renowned. But for now, I propose a toast to George Smith, who I am sure would have been delighted to see 'the single malt that started it all' become the world’s number one."

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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