The Glendronach has reimagined its brand, setting the stage for a new era for the Highland whisky. The rebranded promotional materials lead with the motto “raise expectations”.
Raising expectations is a core value for the Glendronach, according to master blender Rachel Barrie. Barrie explained: “For me, the Glendronach is a surprise, a revelation and a flavour crescendo. At first taste, it has this amplification that’s so much richer than your expectations, and our philosophy is just that — to raise expectations in single malt by creating the most exceptional sherried whisky. And we are now setting a new standard to match the exquisite nature of the spirit with reimagined visuals.”
The Glendronach’s new look has been applied to both its packaging, which aims to blend “tradition with modern luxury”, and a creative campaign directed by photographer Rankin. The campaign takes inspiration from the marriage of whisky and sherry cask in the distillery’s range, a process which unites Scottish and Spanish flavours and traditions.
In the campaign video directed by Rankin, a solo flamenco dancer, Rocio Dusmet Orellana, dances around the distillery. Reflecting on the way the campaign brought together two cultures, Rankin said: “I just loved the initial idea. I know the whisky sector well and this felt genuinely different and exciting to me.
“I also thrive off creating cultural collisions and finding beauty in the tensions they bring, plus, as a Scot by birth, the idea of bringing flamenco to the Highlands stirred passion in me that I just couldn't resist.”
The Glendronach’s core portfolio of whiskies is matured in Pedro Ximénez and oloroso casks from Andalucia in Spain. Its permanent range — which comprises its 12, 15, and 18 Years Old expressions — will be the first to receive the new packaging, which will roll out from July 2024. Further releases, including the Master’s Anthology and an update ultra-premium core range, will follow later this year.
Glendronach’s owner Brown-Forman recently revealed plans to expand the distillery’s visitor experience, including restoration of the historic Boynsmill House.
