Seeking to appeal to a new generation of whisky drinkers, The Glendronach has unveiled a new visual identity and creative direction, refreshing the design of its permanent range.
While commemorating the rich heritage of the Scottish distillery, which was founded in 1826, the refreshed design speaks to modern luxury.
Looking to the future of the brand, the new bottle design incorporates clean, pared-back packaging with timeless appeal and an updated illustration.
Depicting the bramble and rooks that surround the distillery, the illustration is a contemporary homage to The Glendronach brand’s namesake, derived from the Scottish Gaelic Gleann Dronach, which means valley of the brambles.
The new packaging also highlights the combination of Highland spirit and Spanish flair in The Glendronach Single Malt, distinctly honouring the rare Pedro Ximénez and Oloroso casks from Andalucia in which the whisky is matured.
Speaking about the relaunch, The Glendronach Master Blender Rachel Barrie 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.”
The transformation will first roll out across The Glendronach core range, which includes the 12-Year-Old, 15-Year-Old and 18-Year-Old Single Malts.
The Glendronach has partnered with Scottish-born portrait photographer and director Rankin to unveil the new packaging. Famed for capturing prominent world figures, such as Queen Elizabeth II, Rankin created a selection of images and film which balance the tradition and imaginative spirit of The Glendronach.
In the visuals, Spanish flamenco dancer Rocio Dusmet Orellana is seen against the backdrop of the heritage distillery.
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.”
Barrie said 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,” she added.
The refreshed range will be available to liquor retailers nationwide from late November 2024.
In the year ahead, The Glendronach will also welcome several new releases to its portfolio, including three Master’s Anthology expressions and 21-, 30- and 40-Year-Old Single Malts.
