The Glendronach has announced a global relaunch of its permanent range along with the addition of several ultra-premium expressions. The new creative direction and packaging refresh intends to better reflect the identity of the Highland single malt producer, while also sharing a Spanish flair in ode to Pedro Ximénez and Oloroso casks it sources from Andalucia.
According to Master Blender Rachel Barrie, “we are now setting a new standard to match the exquisite nature of the spirit with reimagined visuals.”
The Glendronach’s global rebranding is being supported by a visual campaign led by portrait photographer and director John Rankin Waddell, known professionally as Rankin.
“I just loved the initial idea; I know the whisky sector well and this felt genuinely different and exciting to me,” he said.
“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 added, “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.”
Initially, the new bottle designs will be incorporated across The Glendronach’s three permanent range whiskies – its 12 year old, 15 year old, and 18 year old – and will be available in Australia from late November.
The Glendronach has also announced the release of three new Master’s Anthology expressions, including a 21 year old, 30 year old, and 40 year old.
Reflecting on The Glendronach, 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.”
