Same spirit, different look: The Glendronach dances into an era of Flamenco meets Highlands luxury with new packaging for its sherried whisky range.
After The Glendronach revitalised itself in 2009 following rainmaker Billy Walker’s acquisition, it became a standard bearer for sherried-style whiskies ever since. The Macallan notwithstanding, which has attained a whole different level of fancy since it became a luxury icon much like how Snoop Dog is Snoop Dog the cultural institution and not Snoop Dog the West Coast rap icon.
But The Glendronach is starting to lean in that direction. Its most recent revamp of its label and packaging offers a brand-new visual identity accompanied by a lavish campaign aptly titled ‘Raise Expectations,’ featuring the visual talents of renowned fashion photographer Rankin.
Scottish-born, of course.
Known for his ability to capture the essence of his subjects, the visuals juxtapose the rugged Highland spirit with the fiery passion of Spanish flamenco as a nod to the distillery’s commitment to sherry casks sourced from Andalucia. A fitting allegory, as The Glendronach is only one of two Scottish distilleries – the other being Tamdhu – that claim to use sherried casks exclusively for ageing.
Beyond the makeover, it’s a declaration of intent. The Glendronach plans to introduce a series of ultra-premium offerings later this year. Among the anticipated releases are the 21-, 30-, and 40-year old expressions, set to join the permanent range.
I also suppose we can expect more Single Cask expressions — represented at the launch event by a very exquisite 1992 vintage. These additions will no doubt be a boon for connoisseurs and collectors alike, further cementing The Glendronach’s position as one of the cultural leaders of the sherried style.
The full-bodied, intense sherry-matured whiskies of Walker’s era may have transitioned to a rich finesse characteristic of Rachel Barrie’s signature but The Glendronach remains a steadfast favourite among sherried whisky enthusiasts.
From September, whisky lovers can indulge in The Glendronach’s revelatory spirit through special collaborations with various restaurants and bars, including Enclave Restaurant & Bar, Mandala Club, The Lobby Lounge at InterContinental Singapore, Wallich Manor, and more, available for a limited time only.
The Glendronach is also available on Malt Wine Asia and Brown Forman’s official Shopee page.
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