The Glendronach: From understated to extraordinary.

The Challenge

The Glendronach sought to rise to the heights of the world's luxury whisky scene, yet its image lingered in the understated realm of "brown town."

The Unlock

While other brands chased aspirational, but superficial lifestyle propositions, we uncovered an authentic story within the whisky itself - one of explosive flavour. Social listening revealed that connoisseurs spoke about Glendronach with intensity: "a shock-and-awe attack of the sherries," "a belter," "THE sherry bomb." These passionate words led to a powerful new proposition: "A Revelation in Flavour."

The Idea

"Raise Expectations"

By dramatising the explosive and flamboyant marriage of Scottish Highland spirit and the flamboyance of Spain, The Glendronach raises your expectations by creating revelatory experiences in whisky.