The Glendronach Reintroduces Itself with an Impressive Climax

Glendronach introduces a revitalized appearance for the brand's core collection trio as part of the "Raise Expectations" rebranding initiative.

For a brand nearly 200 years old, adaptation is not unfamiliar; yet, accepting change is essential for expanding one's horizons. The 198-year-old whisky producer The Glendronach has undergone a transformation, led by Scottish photographer and filmmaker John Rankin Waddell, commonly referred to as Rankin. Although he is mostly recognized as a portrait photographer with subjects such as Anya Taylor-Joy, Zendaya, Jay-Z, and the late David Bowie and Queen Elizabeth II, Rankin found the opportunity to engage in The Glendronach’s rebranding initiative “Raise Expectations” to be exhilarating.

I was enamored by the original concept. I own extensive knowledge of the whisky industry, and this experience seemed authentically distinct and exhilarating to me. Rankin states, "I thrive on creating cultural collisions and discovering beauty in the tensions they evoke. Additionally, as a native Scot, the prospect of introducing flamenco to the Highlands ignited an irresistible passion within me."

The reference of flamenco pertains to James Allardice, the founder of The Glendronach, and his whisky-making approach, which involves maturing Highland-style whisky in Pedro Ximenez and Oloroso sherry casks obtained from bodegas in the Andalucian region of Spain. Rankin engaged single Spanish and flamenco dancer Rocio Dusmet Orellana to film the “Raise Expectations” marketing video at The Glendronach, situated in the “Valley of the Brambles.” Adorned in a vibrant red dress against the backdrop of the distillery, Orellana represented the essence of sherry, while her enchanting and extravagant dance highlighted the intricacies that sherry contributes to the whisky maturing process.

In addition to the video, The Glendronach's visual elements have been revitalized. Whisky enthusiasts will promptly notice the transition from a two-piece label to a single-piece, monochromatic label. A new bottle design has been introduced. The traditional procedures and dedication to aging premium whiskies in the finest Pedro Ximenez and Oloroso sherry casks, established by James Allardice, remain unchanged and are currently maintained by the esteemed Master Blender Rachel Barrie.

“The Glendronach is, for me, a revelation, a surprise, and a crescendo of flavors.” Initially, it presents an enhancement that surpasses expectations, and our concept is to elevate standards in Single Malt by producing the most extraordinary sherried whisky. Barrie states, "We are establishing a new standard that aligns the exquisite essence of the spirit with reimagined visuals." Rankin's distinctive approach effectively enhanced the opulent and extravagant essence of The Glendronach. He has adeptly caught the intricate equilibrium of history and creativity inherent in our single malt, embodying the dichotomy of powerful Highland essence and Spanish influence—a harmonious interplay. The final outcome is audacious, culminating in a revelation of flavor, akin to the liquid itself.

The Glendronach's flagship 12 Year Old, 15 Year Old, and 18 Year Old expressions constitute the esteemed three chosen to spearhead the brand's new initiative under the "Raise Expectations" campaign, which commenced in Singapore in late August 2024. The time is optimal, occurring subsequent to the San Francisco World Spirits Competition (SFWSC), which is esteemed as the apex of awards contests in the liquor sector. This year, all three expressions retained their esteemed SFWSC Double Gold honors (conferred to spirits that achieved a Gold Medal rating from every judging panel member) until 2023.

12 Year Old

The 12 Year Old, the youngest of the trio, makes a robust debut in The Glendronach’s core line with an alcohol by volume of 43%. The 12 Year Old, characteristic of sherry wood whiskies, commences with a sweetness, presenting a bouquet of sherried autumn fruits, accented by nuances of chocolate praline, gingerbread, and sun-dried raisins. Consuming the whisky reveals a distinct dimension, as caramelized blackberry, smooth orange, and sultana wrap the palate with a warming spice. As Barrie noted, “The Glendronach Aged 12 Years exemplifies distillery character, showcasing remarkable complexity and balance.”

15 Year Old

The 15 Year Old, akin to its older counterpart, the 18 Year Old, possesses a same alcohol by volume of 46%. Those familiar with the subject would remember its notorious demise in 2015 due to inventory problems, but it was fortunately reintroduced in 2019, having earned the title of “2020 Best in Show Whisky” at the SFWSC. The ancient copper-golden tint is a result of three further maturation years, revealing an alluring combination of maraschino cherry, ripe bramble, and dark chocolate mint, complemented by nuances of orange bitters and walnut liqueur. The 15 Year Old presents flavors of honey-glazed apricot and ripe fig, culminating in black cherry, angelica, and muscovado. The Glendronach Aged 15 Years is exceptionally polished in flavor. "Elegant and intricately complex, with opulent depth and the robust richness for which The Glendronach is highly esteemed," observes Barrie.

18 Year Old

We ultimately reach the pinnacle of flavor with the 18 Year Old expression, an age designation typically characterized by a significant surge in intensity and complexity. The Glendronach Aged 18 Years is a luxurious representation of significant quality, showcasing the whole richness of Oloroso sherry barrel maturation. "Exceedingly rich and intense, with an infinite velvet finish," observes Barrie regarding the vintage bronzed amber-hued whisky. Rich aromas of fudge and black muscovado sugar permeate the nose, while intricate layers of fruit compote and morello cherries are poised for recognition. The initial tastes unveil a rich, dark, alluring aspect of the whisky, followed by a blend of stewed fruits and spices, harmonized with traditional aged Oloroso, toasted walnut bread, and chocolate orange on the palate.

Beginning this September, whiskey aficionados can indulge in the distinguished core range of The Glendronach through unique partnerships with select restaurants and bars, such as Enclave Restaurant & Bar, The Lobby at Intercontinental, Synthesis, Nook Nowhere, and others, for a limited duration.

Fret not should you miss out on this opportunity, as the expressions are available directly from Brown Forman’s Shopee page or Malt Wine Asia’s website.