The new Glenlivet campaign 'Original by Tradition', highlights the brand’s habit of breaking with tradition in whisky and culture.
The new Glenlivet campaign 'Original by Tradition', highlights the brand’s habit of breaking with tradition in whisky and culture.
Image: Supplied/The Glenlivet

The Glenlivet senior brand manager Blue Masoka says: “Tradition is important. It tells us where we’ve come from, but also guides us into the future. The Glenlivet’s legacy, already familiar to seasoned single malt scotch drinkers, dates back to 1824, and resonates with the pioneering spirit of our founder George Smith, who built and always protected the reputation of the brand.”

The Glenlivet has been breaking down the walls of tradition since George Smith chose to do things differently. As the first licensed, and therefore oldest, distillery in the parish of Glenlivet in Scotland, Smith established himself as an original thinker and creator of the original Speyside single malt. A forward thinker of note.

THE BEGINNING

The remote and isolated Livet valley made it ideal for illicit distillation. This is where founder Smith learned his craft.

The Glenlivet whisky is in the habit of breaking conventions. That’s what makes it the original Speyside single malt. It’s always been that way. Since 1824.

Hidden away from the customs officers and soldiers among the hills and abundant springs, Smith had all the time in the world to distil slowly, making a whisky that would soon become world renowned. 

In August 1822, King George IV arrived in Scotland for a state visit and asked to try a drop of the infamous Glenlivet whisky – an illegal dram of course, but even that didn’t stop the king.

Two years later and after a change in legislation, Smith saw his window of opportunity and rode to Elgin to get his licence to become the first legal distiller in the parish of Glenlivet. This didn’t go down well with the illicit distillers around him and he was told he would burn along with his distillery. This didn’t deter him for one second. His courage set the foundation for what this whisky embodies today.

BREAKING DOWN THE WALLS

Since then, The Glenlivet has gone up against prohibition in the US, disregarded the stereotyping of whisky as a “man’s drink” and advocated drinking whisky any way choose.  It has embraced women and welcomed them into the fray of serious whisky drinkers, and created delicious cocktails to entice those who don’t take the tradition of whisky drinking too seriously, into The Glenlivet family. 

THE MISSION

The Glenlivet is on a mission to open the world of single malt whisky to a new generation of whisky drinkers.

Like pioneers through the ages, The Glenlivet knows that some traditions are meant to be broken – because that’s how we push things forward in the world. Always have.

With this in mind it unveiled a new look for the core range within its premium Scotch whisky portfolio, which celebrates the brand’s rich history while reflecting its modern vision.

Loyal whisky drinkers need not fear though – the liquid itself remains unchanged, and it’s still the same single malt you know and love.

The new visual identity has been designed to pay homage to the heritage of the brand, while appealing to new whisky drinkers who have yet to discover single malt scotch. 

THE CAMPAIGN

The new campaign Original by Tradition, highlights the brand’s habit of breaking with tradition in whisky and culture. At the heart of this campaign is an epic film that takes the audience on a journey of The Glenlivet’s history doing things differently and celebrates those who aren't afraid of mixing things up. The work was written by Gonzalo Miguel, and art directed by Manuel Diaz.

WATCH | The Glenlivet: Original by Tradition by Gonzalo Miguel and Manuel Diaz:

Visit The Glenlivet website for more information. 

This article was paid for by The Glenlivet.

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