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Rebrand for The Glendronach

*Below you’ll find excerpts from the press release announcing a new look for Brown Forman’s The Glendronach Single Malt Scotch whisky

The Glendronach is to relaunch with a significant transformation for the brand. The new design blends tradition with modern luxury, creating a compelling visual identity.

The distillery collaborated with Scottish-born photographer and director Rankin, famed for capturing the character and spirit of his subjects. Rankin and his team made the journey to the distillery to capture the balance of tradition and imagination inherent in The Glendronach, through moving images. The new campaign, juxtaposing solo Spanish and flamenco dancer Rocio Dusmet Orellana, within the distillery, has created a visual metaphor highlighting the unique marriage of two worlds.

Rankin, photographer and director, commented:

“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.”

Rachel Barrie, The Glendronach Master Blender said:

“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.  

“Rankin’s signature style worked harmoniously in magnifying the luxurious and flamboyant nature of The Glendronach. He has beautifully captured the delicate balance of tradition and imagination inherent in our single malt, encapsulating the duality of robust Highland spirit and Spanish flair – a balanced dance – the end result is bold and it crescendos to a revelation in flavour; just like the liquid.”

As part of the new design, the addition of a curated brand pattern depicting the bramble and rooks that surround and protect the distillery speaks to place and pays homage to its namesake; “Glendronach” means Valley of the Brambles, in Scots Gaelic.

While the look may have changed, the core portfolio remains unchanged, continuing to mature in Pedro Ximenez and Oloroso casks from Andalucia, Spain. The permanent range of single malts, the 12 Year Old, 15 Year Old and 18 Year Old, will be the first to be presented.

The core portfolio will be available in the new packaging globally and be introduced to specific markets from July 2024. There’s no mention of price.

For more on The Glendronach, visit here

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