A whisky maker has collaborated with a famous photographer and director as part of a new creative campaign. Glendronach Distillery, based near Forgue, has joined forces with Rankin, who has photographed the likes of Kate Moss, Madonna, David Bowie and Queen Elizabeth II, to tell the story of how its Highland spirit and Spanish flair merge together to create its whiskies. The relaunch of The Glendronach marks a significant transformation for the brand.
The new design features a fresh aesthetic that the distillery said underscores the brand's commitment to excellence. It aims to enhance the visual appeal, marking a significant step in delivering a premium experience to its customers. The distillery marked the re-staging in collaboration with Scottish-born photographer and director Rankin.
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, redefining the brand’s image. 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.” 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 reimagined 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 aesthetic has evolved, the award-winning core portfolio remains unchanged, continuing to mature in rare Pedro Ximénez and Oloroso casks from Andalucia, Spain.
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 this new chapter. The core portfolio will be available in the new packaging globally and be introduced to specific markets from this month. Later this year the portfolio will welcome a number of releases including the Master’s Anthology comprising three expressions and additions to the ultra-premium core range with a 21, 30 and 40-year-old release.
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