Speaking to Drinks International, Kevin Abrook, the group’s global whisky specialist, said the company's single grain whisky, Girvan Patent Still, could emulate Glenfiddich which “started the single malt category in 1963” and subsequently rose to become the first million 9-litre case brand.
He added: “Would it not be great to see Girvan Patent Still become the first million-case single grain brand?”
Abrook reported the brand is now rolling out from the UK into the world’s other key single malt markets – the US, Taiwan, Scandinavia, France and Germany - and that the reaction from single malt enthusiasts has been positive.
Referring to other recent single grain launches, he said “you can’t build a category yourself, you need followers”, and added that though it is "early days for the brand", Girvan could lead the category.
