In the world of whisky, change can be a double-edged sword, much like the winds that sweep across the Highlands—at once refreshing and disorienting. Glendronach, a distillery that has long been synonymous with tradition, has stepped into the eye of such a transformation. July 2024 saw the unveiling of a bold new chapter for this Highland stalwart, with Brown-Forman, the American giant that took Glendronach under its wing in 2016, lifting the curtain on a rebrand that feels like both a tribute and a departure.
Imagine an old Scottish manor being refurbished—its bones are the same, but the rooms have been dressed in sleek, modern lines. Glendronach’s whisky, too, retains its robust character, still wrapped in the richness of Oloroso and Pedro Ximenez sherry casks. But now, it comes dressed in minimalist attire. The familiar round tins and ornate labels are gone, replaced by square boxes and single-color designs, whispering simplicity where there once was grandeur. The rebrand, like a fresh coat of paint on an ancient castle, invites a broader audience inside while leaving longtime devotees wondering if something essential has been covered up in the process.
The iconic capital “D” in GlenDronach has been humbled, brought down from its lofty perch, transforming the name into a more streamlined 'Glendronach'—a subtle, yet symbolic, shift. It’s as if the distillery is signaling that while it may still carry the weight of history on its shoulders, it no longer needs to wear that burden so boldly on its sleeve.
A modern-day knight stepping out of his armor, confident that his prowess will speak louder than any gleaming metal.
This evolution is not an isolated incident. Glendronach is the last in Brown-Forman’s trilogy of Scotch makeovers, following BenRiach’s sleek, white-washed reinvention in 2020 and Glenglassaugh’s ocean-inspired facelift in 2023. The three distilleries, once unique in their aesthetic, now form a united front under the banner of modern whisky marketing. The rebranding is a calculated shift, like a grand chess move, designed to appeal to a new generation of whisky enthusiasts—those who are as drawn to clean lines and minimalist labels as they are to the liquid within.
But for Glendronach’s loyal fanbase, this shift feels more like a delicate balancing act on a tightrope strung between heritage and evolution. The core range whiskies may remain unchanged—rich, sherried, and bold—but the familiar names like “Original,” “Revival,” and “Allardice” have been swept away like autumn leaves in a Highland gale. In their place, we now see straightforward age statements—12, 15, 18—each expression now a simple number, like coordinates on a map leading us back to the heart of Glendronach’s history.
In the midst of this transformation, the distillery has enlisted the creative eye of renowned Scottish photographer Rankin, whose lens captures the spirit of Glendronach in a visual campaign that dances between old and new.
Spanish flamenco dancer Rocio Dusmet Orellana takes center stage, her movements a metaphor for the passionate, fiery heart of Glendronach’s sherry cask maturation process. The campaign, like a symphony, plays on contrasts—the old oak of the Highlands against the heat of Andalusia, the timelessness of whisky against the ephemeral beauty of movement.
Yet, despite all the changes in branding, one thing remains steadfast: the whisky itself. Still drawn from the same rich Oloroso and Pedro Ximenez sherry casks, Glendronach's essence remains as true as a Highland sunrise. The whisky, like a well-worn story passed down through generations, continues to tell tales of rich dried fruits, dark chocolate, and spice—its character unshaken by the new label on the bottle.
But that’s not all. Glendronach’s future looks brighter still with the announcement of a multi-million-pound restoration project, set to turn the historic Boynsmill House into a luxury guest experience. The distillery, like an old clock being lovingly restored to full glory, is preparing to open its doors wider than ever before, inviting a global audience to come and experience its charm firsthand. There’s even talk of a heritage warehouse being transformed into a new visitor center—a lighthouse for whisky lovers, guiding them through Glendronach’s storied history while meeting the growing demand for tasting experiences.
And while purists may lament the changes, clinging to the ornate labels and storied names of the past, it’s worth remembering that evolution is part of any great journey. Glendronach is not just a distillery, it’s a living entity—growing, shifting, and adapting. Like the ancient trees that line the Highland landscape, its roots remain firmly in the past, even as its branches stretch toward the future.
As the new Master's Anthology collection and ultra-premium editions prepare to make their grand entrance, Glendronach seems poised to remind us all that while the exterior may change, the soul of the whisky remains untouched—timeless, bold, and unmistakably Glendronach.
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Words by AW.
Photos courtesy of Glendronach.