There's contentment and there's stagnation. For The Glendronach, it's not satisfied with being content or remaining still. So, onwards and upwards, as they say with the label redefining expectations with a new look and the launch of its “Raise Expectations” campaign.
Primarily targeted at the new generation of whisky lovers, the robust Highland spirit and its influence of the Spanish sherry casks they are matured in, The Glendronach has always been about tradition with flair.
The revamped packaging is a clean, pared-down look with subtle bespoke patterns that feature brambles and rooks; an homage to The Glendronach's appellation ("valley of the brambles" in Gaelic). With a sleek aesthetic, the appearance cuts to the quick at its contents—the unchanged core collection. Its continual maturation in Pedro Ximénez and Oloroso casks from Andalucia, The Glendorach's 12, 15 and 18-year-old single malts are consistent in their flavours and qualities. Later in the year, The Glendronach will unveil its Master’s Anthology that will showcase three new expressions—alongside ultra-premium additions—that include a 21, 30 and 40-year-old release.
Consumers can try The Glendronach at various restaurants and bars as part of a special collab that's only available for a limited time only. Said restaurants and bars include The Lobby Lounge at InterContinental Singapore (80 Middle Rd, Singapore 188966); Nook Nowhere (11 Craig Rd, Singapore 089671) and Wallich Manor (9 Wallich St, Level 6 Sofitel Singapore City Centre, Singapore 078885).
Scottish-born photog and director, Rankin, is roped in to handle the visuals of The Glendroach's new campaign. Working with Spanish flamenco dancer Rocio Dusmet Orellana, Rankin created an arresting imagery of The Glendronach's duality—the dance of Highland whisky maturing in Spanish casks.
Reflecting on the project, Rankin shared, "I loved the idea from the start. I’m familiar with the whisky world, and this felt different and exciting. The mix of cultures, bringing flamenco to the Highlands, really struck a chord with me as a Scot. It’s a beautiful collision of tradition and passion."
Dr Rachel Barrie, The Glendronach’s Master Blender, adds that Rankin's work captures the brand perfectly."The Glendronach is all about exceeding expectations. From the first taste, there’s a richness and depth that go beyond what you’d expect from a single malt. With the reimagined visuals, we’re elevating the brand to match the exceptional quality of the whisky itself."
It takes huevos to change. For The Glendronach’s reimagined identity; change is a given. While tradition is deep-rooted, there still exists virgin fields for innovation.
