Giving a legendary icon some contemporary cool.
How does a heritage brand become a new-age publisher?
With an audience insight-driven strategy, we used a mix of print and digital channels to make a traditional Scotch whisky brand culturally relevant to Gen Z and Millennials.
From a new online microsite to a quarterly print publication, we worked with the world’s most famous malt to deliver extra-value content for The Glenlivet’s community.
Image credit: @MaxOppenheimTHE CHALLENGE
With a history dating back to 1824, The Glenlivet is one of the most iconic names in whisky. As the oldest legal distillery in Scotland, it's steeped in tradition, heritage and often carries an air of male exclusivity. Despite its status, The Glenlivet remains the best-selling single malt in the US and the second globally.
The challenge was to reach a more diverse and modern audience, while shaking off the perception that single malt whisky is a boomer-exclusive drink. The Glenlivet aimed to engage new drinkers from urban, younger and more varied backgrounds without alienating their loyal, traditional audience.
It was about keeping heritage intact but refreshing the brand’s image to stay relevant globally.
OUR RESPONSE?
Cultural relevance. Thinking like an editor and publisher.
Understanding the user journey. Acting global. Keeping traditionalists engaged.
THE BREAKDOWN
We dug deep into The Glenlivet’s storied past to craft an editorial manifesto and branded magazine concept that positioned the whisky at the intersection of tradition and modernity.
This magazine became a hub for readers who value craft and culture, blending stories that challenged perceptions while celebrating both heritage and contemporary innovation.
We developed articles that explored the craft behind single malt—its history, the casks, the people behind it—without feeling like a whisky textbook. The goal was to keep the audience coming back for more, month after month, engaging them with The Glenlivet’s world in a fresh way.
Collaborating with top drinks writers, influencers and tastemakers, we spotlighted The Glenlivet in contexts that appealed to an under-40s audience. Themes like art, music and design were woven into the content mix to create a broader appeal and deepen engagement.
THE RESULTS
Our work gave The Glenlivet a new voice, appealing to a younger, more diverse demographic, without losing sight of its heritage and legacy.