Bruichladdich Distillery, known for its innovative and boundary-pushing approach to whisky, has launched a bold new campaign titled "Not Your Classic." This campaign, centered around their flagship single malt whisky, The Classic Laddie, is designed to challenge and redefine the traditional perceptions of whisky and its drinkers.
Image credit: Bruichladdich
The campaign, created in collaboration with the creative agency Thirst, seeks to break away from the conservative and often serious image associated with whisky. Thirst and Bruichladdich have a long-standing partnership, having worked together on various projects over the past few years, including a major rebranding effort in 2023. This ongoing relationship has allowed Thirst to deeply understand the Bruichladdich brand and its mission, leading to the creation of this unconventional and playful campaign.
At the core of "Not Your Classic" is the idea that The Classic Laddie, despite its name, is anything but a typical whisky. Bruichladdich has always positioned itself as a disruptor in the whisky industry, and this campaign is a continuation of that ethos. The brand's distinctive aqua-colored bottle, already a standout on shelves, is symbolic of its commitment to defying norms and embracing a more vibrant and joyful approach to whisky.
Image credit: Bruichladdich
Gareth Brown, Global Marketing Director at Bruichladdich Distillery, emphasized that The Classic Laddie embodies the brand's positive, purpose-driven philosophy. The whisky is not just a product but a representation of the brand's mission to challenge conventions within the whisky industry. Brown highlighted that consumers today are looking for brands that are not only sustainable and socially responsible but also bring a sense of joy and delight. This campaign aims to reflect those values, making whisky more accessible and fun.
The "Not Your Classic" campaign is built around three central themes, referred to as the "irreverent heroes": Outlook, Attitude, and Thinking. Each of these themes is represented by a unique character who challenges traditional ideas of what a whisky drinker looks like. The campaign’s imagery, captured by Los Angeles-based photographer Justin Bettman, features these characters in quirky and unexpected scenarios, each designed to evoke a smile and prompt viewers to rethink their assumptions about whisky.
Image credit: Bruichladdich
For example, the "Not Your Classic Outlook" character is an elderly woman enjoying a night out at a roller disco, defying the stereotype that age defines one's spirit. She exudes youthful energy and confidence, representing the idea that whisky can be enjoyed by anyone, regardless of age. The "Not Your Classic Attitude" character, a distinguished man reclining on a velvet couch while sipping whisky from a pineapple, challenges the traditional image of a stuffy whisky lounge. His eccentricity and natural charisma convey that whisky can be as unique as those who drink it. Finally, the "Not Your Classic Thinking" character is a young woman comfortably enjoying a dram in a public library, subverting the cliché that women don't drink whisky neat and embodying a thirst for knowledge.
Matt Burns, Executive Creative Director and Co-Founder of Thirst, explained that the goal of the campaign was to create a more playful and irreverent tone of voice for the whisky category. Burns noted that while there has been a renaissance in the whisky industry, it still often feels inaccessible to new audiences due to its traditionally serious image. Bruichladdich, as a progressive and values-led brand, is perfectly positioned to challenge this status quo and offer a bolder, more enjoyable way to experience whisky.
Image credit: Bruichladdich
The campaign is not just about changing the way whisky is marketed but also about changing the way people think about whisky. Bruichladdich aims to empower consumers to experiment with whisky in new and exciting ways, encouraging them to enjoy it in a manner that feels right for them. The brand's message is clear: there is no one right way to enjoy whisky, and everyone should feel free to explore and savor it in their own unique way.
Bruichladdich's commitment to innovation and sustainability is also a key part of the campaign. The distillery, which became one of the first in the world to be B Corp-certified, has made significant strides in reducing its environmental impact. The brand has introduced a new bottle design made from 60% recycled glass, reducing packaging CO2 emissions by 65%. Additionally, Bruichladdich has launched a new range of high-provenance, high-age statement whiskies with fully recyclable packaging, further cementing its status as a leader in sustainable spirits production.
Image credit: Bruichladdich
The "Not Your Classic" campaign is being rolled out across various platforms, including social media, on- and off-trade activations, and out-of-home (OOH) advertising. The campaign is designed to reach a global audience and resonate with modern whisky drinkers who value individuality, creativity, and sustainability.
In conclusion, Bruichladdich's "Not Your Classic" campaign is a bold and refreshing take on whisky marketing. By embracing a more playful and irreverent approach, the brand is not only challenging the traditional image of whisky but also inviting a new generation of drinkers to discover the joy and delight that whisky can bring. With its commitment to sustainability and innovation, Bruichladdich is setting a new standard for what it means to be a modern whisky brand, proving that whisky can be as unique and diverse as the people who enjoy it.
Image credit: Bruichladdich
About Bruichladdich Distillery
Bruichladdich Distillery is a renowned Scotch whisky distillery situated on the Isle of Islay, off the west coast of Scotland. Founded in 1881 by the Harvey brothers, Bruichladdich has a rich history rooted in traditional whisky-making techniques and a commitment to innovation. The distillery is known for producing a diverse range of whiskies, each with its own distinct character and flavor profile.
Bruichladdich is celebrated for its focus on terroir and provenance, sourcing barley from local farms on Islay whenever possible. The distillery is one of the few in Scotland to still use traditional floor malting methods, which allows for greater control over the barley's quality and flavor. Bruichladdich also experiments with different barley varieties, fermentation times, and distillation techniques to create whiskies that capture the essence of Islay's rugged landscape.
One of Bruichladdich's most notable ranges is its "Progressive Hebridean Distillers" series, which includes expressions such as the unpeated Bruichladdich, the heavily peated Port Charlotte, and the super heavily peated Octomore. Each expression in the range offers a unique interpretation of Islay whisky, showcasing the diversity of flavors that can be achieved through different peating levels and production methods.
In addition to its core range, Bruichladdich releases limited-edition and special cask-finished whiskies, often in collaboration with other producers or organizations. These expressions allow the distillery to experiment with unique cask types, finishes, and aging techniques, pushing the boundaries of traditional whisky-making while honoring its heritage.
Bruichladdich's commitment to transparency, sustainability, and innovation has earned it a loyal following among whisky enthusiasts and collectors worldwide. The distillery's distinctive bottle designs and labels often feature bold, modern artwork, reflecting its modern approach to whisky-making while paying homage to Islay's rich cultural heritage.
Visitors to Bruichladdich Distillery can enjoy guided tours and tastings, gaining insight into the distillation process and the unique factors that influence Islay whisky production. Whether enjoyed neat, with a splash of water, or in cocktails, Bruichladdich whiskies offer a memorable and rewarding drinking experience for whisky enthusiasts seeking something truly special.
