The Design Playbook Keeping Glenfiddich on Top of the Single-Malt Scotch Market

THE CREST– In an era when so many top-shelf spirits belong to liquor leviathans like Diageo, Constellation Brands, and Pernod Ricard, Glenfiddich is an outlier: it’s still in the hands of founder William Grant’s family. Few visual cues reflect old-world pedigree better than a family crest. “If you can lay claim to a legacy that rich,” Cornthwaite said, “why would you not want to point it out?”