The Glendronach unveils new styling: a blend of tradition and innovation

This week, The Glendronach reveals its new styling, which is looking to grow with the changing global landscape of scotch whisky.

This week, The Glendronach distillery unveils its new styling, evolving with the changing international landscape of Scotch whisky.

In an unexpected collaboration, the almost 200-year-old distillery has teamed up with renowned portrait photographer Rankin, who has photographed notable figures including the late Queen of England. This partnership has resulted in three powerful short videos showcasing The Glendronach’s refreshed look, blending tradition with a modern twist.

Rankin and The Glendronach: A Creative Collaboration

Rankin is best known for his striking portraits of celebrities and significant figures. His experience in the world of whisky, having worked with Macallan and Black Bowmore Aston Martin DB5 Edition, made him an ideal collaborator for The Glendronach.

His Scottish heritage and instant understanding of the brand’s vision were key factors in securing this partnership.

During an interview, Rankin elaborated on his involvement in the project, explaining how he saw the potential for a visually stunning representation of The Glendronach’s new look. “If you get it right as an idea, it could be really visually very stunning, but very subtly also just telling a great story of something that most people don’t know about,” he said.

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The Visual Representation

The result of this collaboration is a dramatically choreographed video featuring a Spanish Flamenco dancer immersed in The Glendronach distillery. Her distinctive red dress contrasts beautifully with the traditional distillery background.

The video uses the dancer’s movements to represent the seamless blend of the Scottish Highlands and the Spanish casks, which are central to The Glendronach’s flavor profile.

This powerful visual metaphor encapsulates the brand’s new direction.

To achieve the perfect imagery, the team handcrafted the dancer’s dress and spent significant time capturing the whisky’s liquid shots. Rankin explained, “The photos have been handcrafted in the way the whisky is handcrafted,” emphasizing the meticulous effort put into the production.

Raising Expectations

Alongside the new visuals, The Glendronach introduces a new tagline: “Raise Expectations.” This phrase invites consumers to elevate their experiences and expectations, both in terms of celebration and the quality of the product.

The use of the Spanish dancer also sends a strong message about the role of women in the whisky industry. Flamenco is powerful and expressive without being sexualized, highlighting the dancer as a driving force in the piece. This aligns with The Glendronach’s commitment to engaging female drinkers, a significant yet often overlooked market segment.

The Glendronach Relaunch: What’s Changed?

While the whisky itself remains unchanged, the rebranded bottle strikes a balance between pleasing existing drinkers and appealing to new markets.

The new bottle design is a subtle yet premium take on the old one, reflecting The Glendronach’s position as Brown Forman’s leading premium distillery.

The new visual identity and packaging aim to invite a broader audience, including new luxury drinkers, who seek a rewarding whisky experience. The refined bottle structure, luxury cues like embossing, and an improved premium label highlighting the sherry cask maturation process, all contribute to this elevated presentation.

Looking Ahead

With The Glendronach’s 200th anniversary approaching in 2026, the brand’s refreshed look sets the stage for future celebratory releases. Rankin has expressed interest in further collaborations, hinting at the possibility of a special edition whisky.

As The Glendronach continues to innovate and raise expectations, whisky enthusiasts can look forward to more exciting developments from this historic distillery.