This put them in a strong position to meet the sudden rise in demand for fine aged whiskies that came with the repeal of prohibition.

[5][6] In the 1950s, the Grant family built up an onsite infrastructure that included coppersmiths to maintain the copper stills, and a dedicated cooperage that is now one of the very few remaining in distilleries.

In order to survive, W. Grant & Sons expanded their production of the drink, and introduced advertising campaigns and a visitors' centre.

[10][11]Later, W. Grant & Sons was one of the first distilleries to package its bottles in tubes and gift tins, as well as recognising the importance of the duty-free market for spirits.

[14] In September 2014, William Grant & Sons agreed to acquire Drambuie for an undisclosed price rumoured to be in the region of £100 million.

[15] In 2015, Glenfiddich commissioned ad agency Gravity Thinking[16] to create a high tech YouTube campaign titled The Finishing Touch to promote the relaunch of their 21yo single malt, aged in Caribbean Reserva Rum Casks.

[17] The video showed a levitron isolating a single drop of whisky in a mid-air suspended animation,[18] and featured Puerto Rican singer Calma Carmona performing the Franz Ferdinand song Love Illumination with the orchestra of the Scottish Opera arranged and conducted by Derek Williams.

[26] On balance, the 15-year whisky has performed the best, receiving three double-gold medals (in four years) at the 2007–2010 San Francisco competitions and a score of 91 with the Beverage Testing Institute.

Nine awards were distributed for art, business, environment, food, music, screen, sport, writing and "Top Scot".