William Grant & Sons, has announced the launch of a new campaign for its Glenfiddich single malt Scotch whisky brand, to highlight the evolving perception of whisky to new audiences and encourage greater gender inclusivity in the industry.
The campaign which is being fronted by Downton Abbey actress Michelle Dockery, is said to break the mould of whisky iconography and portrays Dockery confident in her stride, full of power and poise.
|Glenfiddich launches new inclusivity campaign |
The bright and natural imagery for the campaign, which is one of the first by Glenfiddich to be fronted by a female, was captured by Vogue photographer and activist Misan Harriman at Lyaness in London.
As a champion of female empowerment, Michelle Dockery is said to embody Glenfiddich’s maverick spirit, personifying the brands history of challenging itself to break new ground.
Commenting on the news, Michelle Dockery, said: “I am thrilled to be a part of Glenfiddich’s new campaign which celebrates mavericks. That’s what drove me to be a part of this latest campaign. The shoot is authentic, it reflects a modern woman making her own choices: being both feminine and strong, while enjoying whisky.”
The project which is part of the Speyside based distillery’s ‘Where Next’; a global campaign communicating the uncertain and challenging journey of growth, has been produced to promote Glenfiddich’s Grand Cru 23 Year Old single malt whisky expression.
Posted by Steve Rush