Glenfiddich Whisky : Rebrand

Glenfiddich three slate-roofed distillery buildings with steam rising against a forested background at dusk.
Glenfiddich was already the world’s best-selling and most awarded single malt Scotch whisky; so the challenge wasn’t awareness, it was relevance.
Glenfiddich - man stirring steaming contents inside a wooden barrel in a dimly lit distillery with barrels in the background.Glenfiddich - man's hand using a chisel to drill into a wooden barrel labeled 'Special Reserve', with wood chips flying.Glendfiddich craftsman - man with a beard leaning on large wooden barrels in a dimly lit warehouse.
Glenfiddich needed to evolve its brand, preserving craft, prestige, authenticity and legacy, whilst engaging a younger and more international audience.

They needed a compelling and cohesive digital ecosystem. With competitors investing heavily in digital storytelling, the brand had to find authentic ways of reaching new audiences and building  lasting relationships.

I developed the global tone of voice, wrote copy across all digital and social channeld, and worked with the client and agency team to create the CRM strategy and content to establish and embed this new digital marketing ecosystem.


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Client: Glenfiddich Whisky
Agency: Gravity Sketch
Role: Creative Director (Copy)
Glenfiddich - a man with gray hair stirring a steaming fermentation vat with a long wooden paddle inside a dimly lit distillery.