William Grant & Sons is to embark on a GBP23m (US$45m) marketing effort behind flagship Scotch whisky Glenfiddich.

The UK distiller said today (29 March) that it wants to "cement the unassailable category leadership" enjoyed by the single malt.

The campaign - dubbed Every Year Counts - will "spearhead the charge" to take Glenfiddich through the 1m-case barrier, the company said.

Glenfiddich's sales currently hover around the 900,000-case mark. Last year, it saw sales rise by 7% in volume terms, while revenues from the brand rose 9%.

Steven Sturgeon, William Grant's global marketing director, said: "The focus with Every Year Counts is to reach out to new consumers and encourage existing Glenfiddich drinkers to step up to the range and enjoy the rewards the older variants offer."