Highland distillery, The Glendronach, has undergone a rebrand with the help of famed photographer and director, Rankin.
The launch of a new packaging design, geared toward luxury and prestige, is underscored by Rankin’s campaign, highlighting the careful merging of The Glendronach spirit with the sherry casks in which they mature. The result is “a sherry crescendo unlike any other,” according to a brand press release.
Rankin and his team traveled to The Glendronach Distillery to produce the film, in which flamenco dancer, Rocio Dusmet Orellana, dances within the distillery. As she moves through the distillery, Orellana represents the marriage of whisky and Spanish sherry that makes The Glendronach a high-quality product.
The new film features The Glendonach’s tagline: “Raise Expectations”.
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As well as a new tagline, The Glendronach is now presented in a new bottle, Sleek and embossed with the distillery’s initials, the new packaging evokes a luxury feel, aligning The Glendronach’s history and previous packaging with the new, more premium branding. Each bottle also features the gold foil signature of Master Blender, Rachel Barrie.
Speaking about the film and The Glendronach’s rebrand, 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 added: “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.
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“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.”
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