The Glendronach distillery, a cornerstone of Highland whisky, has embarked on a new journey, reimagining its brand to resonate with modern luxury while preserving its rich traditions. Under the guidance of master blender Rachel Barrie and in collaboration with renowned photographer Rankin, The Glendronach has unveiled a fresh, captivating look that promises to “raise expectations.”
A Philosophy of Excellence
“For me, The Glendronach is a surprise, a revelation, and a flavour crescendo,” says Barrie. This philosophy is at the heart of the distillery’s new visual identity. The aim is to match the exceptional quality of their sherried whiskies with equally exquisite packaging and promotional materials. The new motto, “raise expectations,” encapsulates this mission, emphasizing the distillery’s commitment to creating the finest single malt whiskies.
A Blend of Tradition and Modern Luxury
The rebrand features an elegant and timeless aesthetic that marries tradition with modern luxury. The updated packaging will be seen first in the core range, including the 12, 15, and 18-year-old expressions, starting July 2024. This redesign is not just about looks; it’s about encapsulating the spirit’s rich heritage and quality in every bottle.
A Creative Campaign with Rankin
To bring this vision to life, The Glendronach partnered with Scottish-born photographer and director John Rankin Waddell, known professionally as Rankin. Rankin’s unique style and passion for cultural collisions are evident in the new campaign. “I just loved the initial idea,” Rankin shared. “I know the whisky sector well, and this felt genuinely different and exciting to me. Bringing flamenco to the Highlands stirred a passion in me that I just couldn’t resist.”
The campaign video, directed by Rankin, features Spanish flamenco dancer Rocio Dusmet Orellana performing in the distillery. This artistic choice symbolizes the union of Scottish and Spanish traditions, reflecting The Glendronach’s use of Pedro Ximénez and oloroso sherry casks from Andalucia, Spain.
Celebrating Heritage and Innovation
The new design also pays homage to the distillery’s surroundings, with depictions of brambles and rooks, a nod to the brand’s name, which means “valley of the brambles” in Scottish Gaelic. This blend of natural beauty and craftsmanship highlights The Glendronach’s deep roots in its Highland home while appealing to a new generation of whisky enthusiasts.
Future Releases and Distillery Expansion
Looking ahead, The Glendronach plans to launch the Master’s Anthology later this year, featuring a trio of whiskies. Additionally, the ultra-premium core range will expand to include 21-, 30-, and 40-year-old releases. Brown-Forman, The Glendronach’s parent company, has also announced a multi-million-pound investment to expand the distillery, including the restoration of the historic Boynsmill House.
A New Era for The Glendronach
With its reimagined brand and strategic collaborations, The Glendronach is poised to captivate whisky lovers worldwide. The combination of rich heritage, modern luxury, and exceptional quality ensures that this Highland distillery continues to set new standards in the world of single malt whisky.
Shop GlenDronach Whiskies
- Master of Malt (WW/UK)
- The Whisky Exchange (WW/UK)
- ReserveBar (US)
- Mash & Grape (US)
About The GlenDronach Distillery
The GlenDronach Distillery is a renowned Scottish single malt whisky distillery located in Forgue, near Huntly, in the Speyside region of Scotland. Founded in 1826 by James Allardes, The GlenDronach has a rich and storied history of producing high-quality Scotch whisky. The distillery is known for its commitment to traditional production methods, sherry cask aging, and the creation of rich, full-bodied, and often sherried single malt Scotch whiskies.
One of the defining features of The GlenDronach is its use of sherry casks for aging its whisky. The distillery has a long-standing relationship with Spanish sherry bodegas and is renowned for its full maturation of whisky in sherry casks. This results in a distinct flavor profile characterized by notes of dark fruits, nuts, spices, and often a rich, dark chocolate undertone.
The GlenDronach offers a wide range of expressions, with its core range including the GlenDronach 12-Year-Old, 18-Year-Old, and 21-Year-Old, among others. These expressions are celebrated for their depth and complexity, reflecting the influence of sherry cask maturation. The distillery also releases limited-edition and special bottlings that are highly sought after by whisky enthusiasts and collectors.
Visitors to The GlenDronach Distillery have the opportunity to explore the brand's heritage and production methods through guided tours and tastings. The distillery's picturesque location in the Speyside region adds to the overall visitor experience, allowing guests to immerse themselves in the world of Scotch whisky.
The GlenDronach's dedication to traditional methods, sherry cask aging, and a rich, sherried flavor profile has made it a respected and beloved name in the world of single malt whisky. Its commitment to craftsmanship and the art of sherry cask aging has earned it a strong following among Scotch whisky connoisseurs and those who appreciate the depth and complexity of sherried Scotch whiskies.
