Raising a Glass to Glendronach’s New Era
CONTENT: Yiew Kai Jie
The Glendronach distillery, a venerated institution in the world of single malt Scotch whisky for nearly two centuries, is set to reveal the next visual chapter in its storied history.
The relaunch of The Glendronach is poised to captivate a new generation of discerning whisky enthusiasts with its refreshed packaging and innovative ‘Raise Expectations’ campaign. This campaign artfully narrates the brand’s duality, where the robust Highland spirit harmonizes with Spanish flair, culminating in a sherry crescendo that is truly unparalleled.
The brand’s transformation is marked by a prestigious new design that exudes an elegant, timeless aesthetic. This reimagined look masterfully balances tradition with modern luxury, creating a visual identity that is both unique and compelling—a true reflection of The Glendronach’s unwavering commitment to excellence.
In collaboration with Scottish-born photographer and director Rankin, renowned for capturing the essence and character of his subjects, the distillery has crafted a striking new campaign. Featuring solo Spanish and flamenco dancer Rocio Dusmet Orellana against the backdrop of the distillery, this visual metaphor beautifully illustrates the fusion of two distinct worlds, redefining The Glendronach’s image with bold sophistication.
Rachel Barrie, The Glendronach’s Master Blender, shared her thoughts through a video: “The Glendronach is a surprise, a revelation, and a flavour crescendo. It surpasses expectations with a richness that amplifies with each taste. Our philosophy is precisely that—to elevate expectations in Single Malt by crafting the most exceptional sherried whisky. With our new visuals, we are setting a standard that matches the exquisite nature of our spirit.”
She continues, “Rankin’s signature style perfectly complements the luxurious and flamboyant essence of The Glendronach. He has masterfully captured the delicate balance of tradition and imagination that defines our single malt, encapsulating the duality of robust Highland spirit and Spanish flair—a balanced dance. The final result is bold, crescendoing into a revelation in flavour, much like the liquid itself.”
The reimagined design also introduces a curated brand pattern, depicting the bramble and rooks that surround and protect the distillery, paying homage to its namesake—‘Glendronach,’ which means ‘Valley of the Brambles’ in Scots Gaelic.
While the brand’s aesthetic has evolved, The Glendronach’s award-winning core portfolio remains unchanged, continuing to mature in rare Pedro Ximénez and Oloroso casks from Andalucía, Spain. The permanent range, including the 12, 15, and 18-Year-Old Single Malts, will be the first to showcase this new chapter.
Since July, the core portfolio has been introduced globally in the new packaging, with further releases planned for later this year. These will include the Master’s Anthology, featuring three new expressions, and additions to the ultra-premium core range with 21, 30, and 40-Year-Old releases.
From September onwards for a limited time only, consumers can experience the unique flavours of The Glendronach as part of a special collaboration with various restaurants and bars such as The Lobby Lounge at InterContinental Singapore, Mandala Club, Nook Nowhere, Wallich Manor and The Straits Bar at Tower Club. This is a unique opportunity to embrace the rewards of pushing boundaries with The Glendronach—a brand where heritage, luxury, and craftsmanship are at the heart of every bottle.
The Glendronach is also available for purchase on Malt Wine Asia’s website and on Brown Forman’s official Shopee page.
