Established in 1826, Glendronach is a Scottish single malt whiskey distillery located in Huntly, North-Eastern Scotland, UK. Over recent decades, the brand has experienced various ownership changes. The business was even suspended in 1996. In 2002, it was relaunched and acquired by the French beverage company Pernod Ricard. After being part of the BenRiach Distillery for eight years, Glendronach transitioned to the ownership of the U.S. company Brown-Forman, a subsidiary of Jack Daniel’s, in 2016.
A Modern Identity for a Timeless Brand
Recently, Glendronach revised its visual identity. The logo, packaging, labels, and bottle design have all been updated. According to an official statement, the brand’s new image merges its traditions with modern luxury.
The Glendronach traditions remain strong in its production processes. Beyond its historical facilities in Scotland, the company also owns distilleries in several European countries. Currently, Brown-Forman is conducting roadshows across Europe to promote the whiskey brand under the refreshed identity.
According to a press release, Glendronach’s updated packaging and innovative creative team aim to appeal to a new generation of discerning customers. The brand seeks to narrate a story of duality, blending the spirit of the Highlands with Spanish flair to create a “unique whiskey crescendo.” This combination of the old and the new, infused with a strong luxury vibe, enhances the brand’s visual appeal, “marking an important step on the way to provide premium experiences to our customers.”
Key Changes to the Visual Identity
The new brand mark showcases significant changes. The Glendronach wordmark has adopted a different typeface with subtler serifs, dropping the shadow effect in the letters. The “G” and “D” are now aligned with the other letters, giving the inscription a thinner and more refined appearance. A distinctive feature is the slightly elongated leg of the “R.” Additionally, the logo has discarded the calligraphic tagline “Highland Single Malt Whiskey” beneath the wordmark. Instead, “Est. 1826” has been added above the wordmark, emphasizing the brand’s heritage.
A Tribute to Heritage and Location
As part of the redesigned identity, a brand pattern featuring blackberries and crows has been introduced. This design pays homage to the distillery’s location and namesake—”Glendronach” translates to “valley of blackberries” in Scottish Gaelic. Meanwhile, the previous landscape copperplate depiction on the labels will no longer be used.
The core range continues to include single malts aged 12, 15, and 18 years. At a later date, the lineup will expand to feature 21-, 30-, and 40-year-old malts, which Glendronach describes as an “ultra-premium” range.
The launch of the new brand design is accompanied by a campaign under the motto “Raise Expectations,” developed in collaboration with Scottish photographer and director John Rankin Waddell.
Balancing Tradition with Modernity
Overall, the Glendronach redesign illustrates the balance between tradition and modernity expected from an established whiskey brand. Such whiskey marks are often characterized by refined designs that align with a luxury lifestyle. In this case, the redesign reflects a certain simplification—an adaptation to contemporary demands—that does not compromise the brand’s luxurious image. Instead, this simplification is offset by more sophisticated packaging, ensuring that the brand maintains its premium appeal.
