For a brand almost 200 years of age, change is nothing new to such institutions; after all, embracing change is one of the keys to a broader horizon. For 198-year-old whisky maker The Glendronach, armed with the promise of a better tomorrow, change has come in the form of a facelift spearheaded by Scottish-born photographer and director John Rankin Waddell, otherwise mononymously known as Rankin. While he is best known as a portrait photographer whose subjects include Anya Taylor-Joy, Zendaya, Jay-Z, and the late David Bowie and Queen Elizabeth II, embarking on The Glendronach’s rebranding project “Raise Expectations” was exciting for Rankin.

“I just loved the initial idea. I know the whisky sector well and this felt genuinely different and exciting to me. I also thrive off creating cultural collisions and finding beauty in the tensions they bring, plus, as a Scot by birth, the idea of bringing flamenco to the Highlands stirred passion in me that I just couldn’t resist.” says Rankin.

If you are wondering why flamenco was mentioned, it has to do with The Glendronach’s founder James Allardice’s whisky-making style — maturing Highland-style whisky with the influence of Pedro Ximenez and Oloroso sherry casks sourced from bodegas of the Andalucian region of Spain. Rankin enlisted the help of solo Spanish and flamenco dancer Rocio Dusmet Orellana to The Glendronach, located in the “Valley of the Brambles,” to film the “Raise Expectations” campaign video. Dressed in a flaming red dress and juxtaposed with the distillery grounds, Orellana signified the presence of sherry, while her captivating and flamboyant choreography symbolised the complexity sherry imparts during the whisky maturation process.

Master Blender Rachel Barrie on the grounds of The Glendronach

Besides the video, The Glendronach’s visual aesthetics have also undergone a facelift. Fans of the whisky will be quick to spot the departure from the two-piece label to a one-piece, single-colour label. There is also a new bottle shape to flaunt. What has not changed are the time-honoured methods and the commitment to mature whiskies in the finest Pedro Ximenez and Oloroso sherry casks introduced by James Allardice, now upheld by legendary Master Blender Rachel Barrie.

“For me, The Glendronach is a surprise, a revelation and a flavour crescendo. At first taste, it has this amplification that’s so much richer than your expectations, and our philosophy is just that – to raise expectations in Single Malt by creating the most exceptional sherried whisky. And we are now setting a new standard to match the exquisite nature of the spirit with reimagined visuals,” shares Barrie. “Rankin’s signature style worked harmoniously in magnifying the luxurious and flamboyant nature of The Glendronach. He has beautifully captured the delicate balance of tradition and imagination inherent in our single malt, encapsulating the duality of robust Highland spirit and Spanish flair—a balanced dance. The end result is bold, and it crescendos to a revelation in flavour; just like the liquid.”

The Glendronach’s anchoring 12 Year Old, 15 Year Old, and 18 Year Old expressions are the noble trio selected to trailblaze this new dawn for the brand under the “Raise Expectations” campaign that launched in Singapore in late August 2024. The timing could not have been better as it comes after the San Francisco World Spirits Competition (SFWSC), widely regarded as the pinnacle of awards competitions in the liquor industry. This year, all three expressions maintained their SFWSC prestigious Double Gold awards (awarded to spirits that received a Gold Medal rating by every judging panel member) from 2023.

12 Year Old

While the 12 Year Old is the youngest age expression of the trio, it makes a strong entrance into The Glendronach’s core range with its 43% abv content. As with most sherry oak whiskies, the rich amber-red gold-coloured 12 Year Old starts sweet with a bouquet of sherried autumn fruits hints peppered with chocolate praline, gingerbread and sun-dried raisin notes. Sipping the whisky brings forth a different dimension as caramelised bramble, silky orange and sultana envelope the palate with warming spice and, as Barrie remarked in her notes, “The Glendronach Aged 12 Years is the embodiment of distillery character, with exceptional complexity and balance.”

15 Year Old

Here, things get more interesting as the 15 Year Old, like its older 18 Year Old brother, shares the same 46% abv content. Those in the know would recall its infamous discontinuation in 2015 due to stock issues but thankfully reintroduced again in 2019 in fine fashion after claiming the “2020 Best in Show Whisky” title at the SFWSC. Its antique coppered golden hue is evident from the three extra maturation years that bring forth an intoxicating burst of maraschino cherry, ripe bramble, and dark chocolate mint with hints of orange bitters and walnut liqueur. Taste-wise, the 15 Year Old exhibits honey-glazed apricot and ripe fig with a crescendo of black cherry, angelica and muscovado. “The Glendronach Aged 15 Years is exquisitely refined in character. Elegant and intricately complex, with sumptuous depth and the full-bodied richness for which The Glendronach is so revered,” notes Barrie.

18 Year Old

We finally arrive at the crescendo of flavour with the 18 Year Old expression, an age statement often hallmarked by an exponential burst of intensity and complexity. “The Glendronach Aged 18 Years is an opulent expression of great stature, with the full depth of Oloroso sherry cask maturation. Exceedingly rich and intense, with an endless velvet finish,” remarks Barrie of the antique bronzed amber-hued whisky. Wafts of deep aromatics from fudge and dark muscovado sugar perfume the nose while complex layers of fruit compote and morello cherries await to be discerned. The first few sips reveal a rich, dark, seductive facet of the whisky before a medley of stewed fruits and allspice married with classical aged Oloroso and toasted walnut bread and chocolate orange come alive on the palate.

Starting this September, whisky enthusiasts can savour the exceptional core range of The Glendronach through exclusive collaborations with select restaurants and bars, including Enclave Restaurant & Bar, The Lobby at Intercontinental, Synthesis, Nook Nowhere, and more, for a limited time only. 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.

This article was first seen on Men’s Folio Singapore.

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