The Glendronach Distillery,renowned for its exceptional single malt Scotch whisky has launched a new global brand campaign, “Raise Expectations,” developed and executed by strategic creative agency Southpaw and shot by photographer & director Rankin. The campaign tells the compelling story of its unique liquid – a robust Highland spirit matured in rare Spanish sherry casks from Andalucía.
Photographer & Director Rankin, celebrated for his ability to create visual and cultural collisions, was chosen to shoot the campaign. Rankin’s deep connection to Scotland and his passion for capturing beauty in unexpected juxtapositions brought an authenticand resonant perspective to the project. “I just loved the initial idea that Southpaw presented. I know the whisky sector well, and this felt genuinely different and exciting to me. As a Scot by birth, the idea of bringing Flamenco to the Highlands stirred a passion in me that I just couldn't resist,” said Rankin.
Rankin’s collaboration with The Glendronach whisky has maximised the luxurious and flamboyant nature of the brand, creating iconic imagery that encapsulates the unique blend of tradition and innovation.
Southpaw’s brand strategy has boldly redefined The Glendronach’s brand philosophy and tone of voice, culminating in a visually stunning and sensory-rich campaign. The centrepiece is a 30-second brand film that weaves together the narrative of The Glendronach’s flavour profile, featuring a dramatic crescendo of sherry notes, and the cultural synergy of Scottish Highland tradition with Spanish Flamenco flair. Additionally, two shorter 15-second films have been produced: one showcasing the intricate flavour journey of the whisky, and the other celebrating the dynamic marriage of Highland spirit and Spanish flamboyance.
Central to the campaign is the concept of the “sherry crescendo,” a powerful visual metaphor that captures the essence of The Glendronach’s distinctive maturation process. This key visual, paired with the mesmerising performance of Spanish dancer Rocio Dusmet Orellana, has been adapted into shorter 6-second assets for digital use, including HTML banners, ensuring a robust and multifaceted presence across online platforms.
Andrew Watson, Global Brand Director at Brown Forman, said
“In collaboration with our creative partners at Southpaw, we have developed a transformational new brand campaign for The Glendronach, which introduces The Glendronach as a true revelation in flavour. Together with the Southpaw team, we have crafted a visually striking campaign, merging the two worlds that create The Glendronach — Our Highland Spirit and Spanish Flair. The result is a powerful metaphor for the tasting experience of The Glendronach, showcasing the complex blend of robust Highland spirit and the flamboyance of Spanish sherry casks, culminating in a rich crescendo of flavour.”
Claire Lambell, Managing Director of Southpaw, said
"We’ve loved working with The Glendronach team again to unveil their brand relaunch campaign. Our collaboration with them and the amazing talents of RANKIN has resulted in an authentic and visually stunning campaign that captures the essence of The Glendronach. By blending the rich heritage of the Highlands with the vibrant influence of Spain, we've created a powerful narrative that speaks to the complex and exquisite flavour of the beautiful liquid. We are confident that this global campaign will not only resonate with existing fans but also intrigue and captivate a new audience."
The social launch strategy explores ways to celebrate this reinvigoration of the brand across digital channels, ensuring The Glendronach’s elevated identity reaches whisky aficionados and new enthusiasts alike. Talking Head motion films further elaborate on The Glendronach’s storied legacy and the meticulous craftsmanship behind each bottle.
The refreshed visual identity and packaging reflect The Glendronach’s steadfast philosophy of raising expectations, a commitment unchanged for nearly 200 years, while elevating the brand into a contemporary space. The addition of a curated brand pattern depicting bramble thorns – pays homage to its namesake, "Valley of the Brambles" in Scots Gaelic – enriches the design with a sense of place and heritage.
While the aesthetic evolves, the award-winning core portfolio, including the 12 Year Old, 15 Year Old, and 18 Year Old Single Malts, remain unchanged and continue to mature in rare Pedro Ximénez and Oloroso casks from Andalucía. This core range, presented in new packaging, will be available globally starting July 2024. Later this year, the portfolio will welcome new releases honouring The Glendronach’s heritage, including the Master’s Anthology and ultra-premium additions with 21, 30, and 40-Year-Old expressions.
