The Glendronach Distillery tells a tale of duality through its relaunch campaign, Raising Expectations
Reviving a legacy is a delicate art; it requires balance between respect for the past and an eye on the future. Also, you never want to mess with a good thing—especially not when that thing in question is one of Scotland’s most esteemed and longest running distilleries.
The Glendronach distillery is the second oldest legal whisky producer in Scotland, founded in 1826 by James Allardice near the eastern edge of the Speyside whisky district. In almost two centuries since, the distillery has witnessed its fair share of ups and downs; surviving a fire, world wars, and multiple changes of owners that eventually led it under the auspices of Brown-Forman. But one thing has remained constant—the distillery’s dedication to the art of whisky making honed from a long history of producing sherry matured whiskies in rare Pedro Ximénez and Oloroso casks from Spain.
To that end, the team at The Glendronach are excited to share the same feelings of wonder with today’s whisky connoisseurs with a brand-new look, amplified through a new campaign that the company appropriately christened ‘Raising Expectations’.
“For me, The Glendronach is a surprise, a revelation, and a flavour crescendo,” says Rachel Barrie, master blender at The Glendronach. “Our philosophy is just that—to raise expectations in Single Malt by creating the most exceptional sherried whisky. And we are now setting a standard to match the exquisite nature of the spirit with reimagined visuals.”
Taking on a minimalistic aesthetic while retaining an old-world sensibility, the new bottles feature a new silhouette with slightly elongated necks, replacing the earlier stock bottle shape, and a curated pattern that symbolises the brambles and rooks surrounding the distillery. Also part of the new look: a single-piece label featuring a simplified brand logo and name (‘GlenDronach’ to ‘Glendronach’). The pared-down label also does away with the names of the various expressions such as Original, Revival and Allardice, retaining only the age references for each. Finally, a new square box matching the colour of the label replaces the round tins in the previous packaging.
Accompanying the new visual identity, The Glendronach enlisted acclaimed Scottish photographer and director Rankin for the ‘Raise Expectations’ campaign. The campaign images feature a juxtaposition of Spanish flamenco dancer Rocio Dusmet Orellana within the distillery, as well as a visual metaphor that expresses the amalgamation of the two worlds.
This facelift speaks not just to the heritage of The Glendronach but also to its future, one where the distillery’s traditions and artisanship shine through. At the heart of The Glendronach’s offerings are the rich, sherried notes that have defined its whiskies for generations. These casks imbue each drop with luxurious depth, building to a wave of flavours that echo the brand’s commitment to excellence.
The core range—the 12-, 15-, and 18-year-old expressions—continues its journey in the new reimagined form. And that’s not all: the brand has teased new releases to be presented later this year, including a 21-, 30-, and 40-year-old Master’s Anthology collection, set to entice the palates of connoisseurs. As the next chapter unfolds, the brand remains committed to crafting extraordinary single malts that capture the spirit of the Highlands while continuing to surprise today’s discerning enthusiasts.
