The case presented here is that of Glenfiddich, a single malt scotch whisky. The production of Glenfiddich dates back to 1887. The brand has been introduced to number of markets outside its home market - Scotland - in the last thirty years. Four of those countries are considered in this paper: England, France, USA and Japan. The scotch market is at different levels of development in these countries. By far the most developed market is England and this will be used to show the development of communications strategy over time. Comparison will then be made to the other three countries.