Glendronach redesigns core range
Brown-Forman-owned The Glendronach has revealed a new look and campaign in partnership with photographer Rankin.
The Highland whisky brand said the revamped range aims to ‘captivate a new generation of discerning consumers’. The Glendronach’s relaunch marks a ‘significant transformation’ for the brand, with the design described as combining ‘tradition with modern luxury’. The new look features an ‘elegant, timeless aesthetic that underscores the brand's commitment to excellence’. To commemorate the rebrand, Glendronach teamed up with Scottish-born photographer and director John Rankin Waddell (also known as Rankin), who visited the distillery to capture the brand’s ‘balance of tradition and imagination’ through moving images. Rankin said: “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.” The new video stars Spanish and flamenco dancer Rocio Dusmet Orellana, who dances in the distillery alongside moving images that highlights the brand’s production, including its use of Sherry casks. Rachel Barrie, The Glendronach master blender, added: "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.” The design also depicts the bramble and rooks that surround the distillery, paying homage to the brand’s name, which translates to 'valley of the brambles' in Scottish Gaelic. The Glendronach’s permanent range – 12 Year Old, 15 Year Old, and 18 Year Old – will be available in the new packaging from July 2024. The liquid for the flagship collection remains the same, Brown-Forman confirmed. Future plans Later this year, the brand will launch the Master’s Anthology, comprising of a trio of whiskies, and expand its ultra-premium core line with 21-, 30- and 40-year-old releases. Earlier this month, Brown-Forman submitted a planning application to expand The Glendronach Distillery as part of a multi-million-pound investment. Brown-Forman also rebranded its Highland single malt brand Glenglassaugh last summer with a trio of expressions and a coastal-inspired design. Within the spirits sector, Rankin has also worked with the likes of Bombay Sapphire, Hennessy and The Macallan.
