The Glendronach Distillery, a Scotland single malt producer with nearly 200 years of history, has unveiled its newest brand and campaign refresh in the U.S.
The new look is meant to convey an “elegant, timeless aesthetic that underscores the brand’s history and commitment to excellence,” the company says. This includes a curated brand pattern meant to depict the bramble and rooks that surround and protect the distillery, speaking to place and paying homage to its namesake: “Glendronach” means “Valley of the Brambles” in Scots Gaelic.
While the aesthetic has evolved, the core portfolio remains unchanged, continuing to mature in 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 with the new look.
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. The new campaign juxtaposes solo Spanish and flamenco dancer Rocio Dusmet Orellana within the distillery.
“I just loved the initial idea,” says Rankin. “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 refreshed core portfolio will be available in the U.S. starting this month. Later this year, The Glendronach will welcome a number of releases including the Master’s Anthology comprising three expressions and a with a 21-, 30- and 40-Year-Old release.
“For me, The Glendronach is a surprise, a revelation and a flavor crescendo,” says Rachel Barrie, master blender of The Glendronach. “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. 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 synergy of robust Highland spirit and Spanish flair — a balanced dance — the end result is bold and it crescendos to a revelation in flavor, just like the liquid.”
