The Glendronach unveils new look that marries Highland spirit and Spanish flair

Scottish whisky distillery The Glendronach is set to captivate a new generation of discerning customers with its new campaign "Raise Expectations". 

"Raise Expectations" comes as the brand relaunches with an updated packaging. The new prestigious design features an elegant, timeless aesthetic that underscores the brand's commitment to excellence. 

The new look also seamlessly blends tradition with modern luxury, creating a unique and compelling visual identity. 

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As part of the campaign, The Glendronach collaborated with Scottish-born photographer and director Rankin. Rankin created a visual metaphor highlighting the unique marriage of Highland spirit and Spanish flair to redefine the brand's image. 

“I just loved the initial idea. I know the whisky sector, 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," said Rankin. 

As part of the reimagined design, the addition of a curated brand pattern depicting the bramble and rooks that surround and protect the distillery speaks to the place and pays homage to its namesake. 

"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. 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," said Rachel Barrie, The Glendronach Master Blender. 

“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 crescendos to a revelation in flavour; just like the liquid," added Barrie. 

While the aesthetic has evolved, the core portfolio remains unchanged. The permanent range of single malts, 12-year-old, 15-year-old and 18-year-old will be the first to be presented to welcome in the new chapter. 

Meanwhile, in the whisky sector, The Singleton Whisky is encouraging deeper connections with a campaign that promotes a new game of inquisition to be enjoyed with the drink.  

Done in collaboration with creative agency DDB Group Hong Kong and media agency PHD earlier in March this year, the campaign suggests an enriching new experience of enjoying The Singleton whisky via a fun giveaway, with online entertainment and celebrity endorsement helping to promote participation. 

This comes as the brand has long advocated exploration with its global “Discover True Richness” platform, and more locally, “The Rich Talk” campaigns, and this time the brand is encouraging curiosity as a means to greater discovery.  

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