Jonathan Cornthwaite, head of whisky at William Grant & Sons, explained that Glenfiddich shapes its targeting depending on the time of the year.
He said: "As we come into the Christmas period, which is a really big peak in the alcohol market and especially for single malt whisky, that’s when we target single malt gifters as well as the consumers.
"The average rate of purchase in this category is low so people might only be buying it once a year for a friend or a loved one so we switch our targeting at key times of the year."
Cornthwaite was speaking to Campaign at the Glenfiddich Experimental Series which is running on the 69th floor of the Shard until 21 December. It has been created by Aca Live, the brand experience agency.