The Glenlivet this week unveiled a new Jamaica rum cask-finished Scotch, the first in a series of whiskies that draw new flavours from different cask finishes from around the globe.
And naturally, for the ad campaign to kick things off, The Glenlivet embraced the Caribbean island nation too. Filmed in Jamaica, The Glenlivet’s new creative campaign debuted this week on YouTube and Instagram.
The ad stars Scottish actor Thomas Doherty and former Miss Universe Jamaica Miqueal-Symone Williams as a pair that finds romance along Jamaica’s coastline. Both actors were styled by Jamaican-Scottish menswear designer Nicholas Daley.
The other co-star of the ad is the Glenlivet 12 Year Old Jamaica Edition, which evokes flavours notes of coconut, juicy pineapple and velvety caramel. Each bottle will retail for $55. The brand isn’t disclosing how many bottles will be sold.
Kristen Colonna, VP of marketing at The Glenlivet’s parent company Pernod Ricard, says that during a virtual interview that the campaign aimed to highlight the unique flavours notes of the new whisky while embracing more modern storytelling. Scotch ads have traditionally featured men sitting fireside in a brandy library, often sipping Scotch neat.
That may not resonate as much with the more modern drinker. “We really want to help people understand that exploring new flavours and new profiles is just one step toward, I think, the broader discovery and exploration itch that consumers have,” says Colonna.
“They don’t want to be pigeonholed, right? They don’t want to be like their grandfather or their father, who they remember maybe drinking the same drink for their entire lives.”
The Scotch category has faced turbulence lately, pressured by rising global interest in tequila and competition from U.S. and Irish whiskeys. Scotch enjoyed a pandemic-era bump in demand, but demand has recently cooled.
Passport: Explore the finest destinations and experiences around the world in the Forbes Passport newsletter. Colonna says that The Glenlivet is no longer just competing with its single malt peers, but also a wider array of beverage alcohol competitors.
“We are definitely seeing that share is being snatched up by other innovative brands, upstart brands, and brands outside of single malt,” says Colonna.
“So, I think it’s critical that you stay on your toes. And I think the category is embracing a much more modern positioning.”
The campaign revisits familiar territory. Doherty was selected as "the embodiment of Scottish heritage” and because of the brand says it saw a positive response from their prior project with the “Descendents” and “Gossip Girl” actor.
The pair partnered late last year for the “Take Back Tartan” initiative, which supported The Glenlivet’s effort to pitch the “Tartan Tini” cocktail, a twist on the classic Manhattan. “We are trying to also lean into what works,” explains Colonna.
“There’s no need to constantly reinvent the wheel, right? Marketers become tired of our content long before consumers do.”
The spot’s imagery also taps into a growing trend of beverage alcohol brands embracing “White Lotus”-esque escapism. Recent campaigns from Casamigos tequila and Grey Goose vodka’s ad spot with Oscar winning actress Zoe Saldaña also feature luxury hotel settings.
“It’s a bit less about taking that vacation or that trip, and more about that mindset of what happens when you try something new and you step outside yourself and step outside the obvious?” asks Colonna.
“What does that do to you as a person?”
