Glenglassaugh Scotch Whisky has become the third largest contributor to organic growth for American whiskey juggernaut Brown-Forman.

Brown-Forman reported financial results for its second quarter and first half of fiscal 2024 ended October 31 2023 this week, with second quarter reported net sales increasing 1% to $US1.1 billion compared to the same prior-year period.

Brown-Forman’s President and Chief Executive Officer Lawson Whiting said organic net sales growth was driven by Jack Daniel’s Tennessee Apple, Mexican RTD brand New Mix and Glenglassaugh. 

Whiting told analyts Glenglassaugh was a “fabulous brand” that was part of the trio of single malt scotches the company acquired in 2016 along with Benriach and GlenDronach.

“Glenglassaugh was the smallest of the single malt scotch brands we purchased and while we’ve always believed in the strong future for the brand, there just hasn’t been enough supply to be material to our results as it takes a decade or more for these products to mature,” he said.

“Through the brand’s old and rare program, we’ve discovered that while Glenglassaugh may be smaller relative to our other single malt brands, the value of its casks are mighty.

“We recently sold a single Glenglassaugh cask from 1967 that was one of the largest cask sales in terms of rarity, volume and value in the history of the Scotch whisky industry. Cask sales from Glenglassaugh in the first half of fiscal 2024 helped place the brand as the 3rd largest contributor to the Company’s organic net sales growth.”

“In addition, the brand has recently been relaunched with its first ever 12-year old expression, new packaging and new creative assets,” Whiting said.

And having just returned from a trip to Scotland, I can personally attest to the fabulous liquid and the strong growth potential of this wonderful coastal single malt.

“In addition to Glenglassaugh, we continue to increase our supply for all of our single malt scotch brands and believe these brands will be critical contributors to Brown-Forman’s next generation of growth.”

Whiting said the single malt scotch portfolio was one example of Brown-Forman’s portfolio reshaping efforts over the last decade to increase focus on premium and super premium brands.

New era for Glenglassaugh Distillery

Three new Glenglassaugh expressions became available in Australia in September 2023, introducing whisky lovers to the distillery’s new portfolio and design direction.

The portfolio includes the flagship 12 Year Old Single Malt, plus Sandend and Portsoy. The overall artistic direction for their bottle designs takes inspiration from rippling sand tide at Sandend Bay where the whiskies are produced, with touches of colour inspired by sea glass.

Brown-Forman Single Malts Master Blender Rachel Barrie (above) said: “The new portfolio brings together all the key elements of Glenglassaugh’s spirit. Inspired by its truly unique coastal location, the new expressions transport us to a place where the spirit is awakened and soul invigorated, inviting us to stop, take a breath and appreciate our surroundings.

“To taste Glenglassaugh Single Malt is to experience the coastal influence of Sandend Bay and the ancient harbour towns nearby. Shaped by the coalescence of land and sea, the senses are awakened by the imposing yet calming crash of waves and the sweet smell of gorse in the air.”