Canadian Packaging

The Glenlivet Is Breaking Stereotypes

December 3, 2020   by Enterprise Canada





TORONTO, December 3, 2020 – Scotch is for affluent white men, unsullied in the glass and for the truly educated drinker who can differentiate one brand from another in a segment crowded with “Glens.”

Or so the archaic traditionalists would have you believe.

And that is exactly what The Glenlivet wants to change.

“It is time to break the rules,” says Aoife Lyons, Assistant Brand Manager with Corby Spirit and Wine’s Scotch portfolio. “ In a short glass or tall, with ice or neat, in cocktail or on its own. The best way to enjoy a single malt whisky is the way you enjoy it most.”

The campaign launched by The Glenlivet focuses on breaking the stereotypes around single malt Scotch by engaging people who already enjoy The Glenlivet to play around with the misconceptions that still exist: that Scotch is for the old and rich, that you can only drink it neat, that there are too many “Glens,” it’s not for women but it is for people who are “bougie” (a slang term, shortened from bourgeois, for people pretending to be, or who think they are, high class).

The Glenlivet has developed a series of videos where a diverse range of current drinkers of The Glenlivet dismiss each of the archaic stereotypes with their natural reactions and responses to the clichés.

In one of the segments, a young lady sits cross-legged on a plush antique chair, a single malt  cocktail on the table beside her:

“Single malt whisky is usually enjoyed with the boys after a round of golf,” she reads, and then responds, “I mean, if you replace boys with girls and golf with, literally, anything else.”

The entire campaign is centred on breaking the rules.

“The brainchild of those misconceptions was the idea to flip traditional stereotypes that exist within the single malt category on their head by using humor to poke fun at them,” says Aoife. “We are differentiating The Glenlivet as an original and authentic brand. We want people to know that The Glenlivet is inclusive, progressive and not afraid to disrupt the establishment by walking the walk versus talking the talk.”

The campaign was developed in partnership with creative agency Mad Ruk Productions and director Zac Facts from We Should Make History studio.

About Corby Spirit and Wine
Corby Spirit and Wine Limited is a leading Canadian manufacturer, marketer and distributor of spirits and wines. Corby’s portfolio of owned-brands includes some of the most renowned brands in Canada, including J.P. Wiser’s®, Lot 40®, and Pike Creek® Canadian whiskies, Lamb’s® rum, Polar Ice® vodka, McGuinness® liqueurs, Ungava® gin, Cabot Trail® maple-based liqueurs and Chic Choc® Spiced rum, and Foreign Affair® wines. Through its affiliation with Pernod Ricard S.A., a global leader in the spirits and wine industry, Corby also represents leading international brands such as ABSOLUT® vodka, Chivas Regal®, The Glenlivet® and Ballantine’s® Scotch whiskies, Jameson® Irish whiskey, Beefeater® gin, Malibu® rum, Kahlúa® liqueur, Mumm® champagne, and Jacob’s Creek®, Wyndham Estate®, Stoneleigh®, Campo Viejo®, and Kenwood® wines. Corby is a publicly traded company based in Toronto, Ontario, and listed on the Toronto Stock Exchange under the trading symbols CSW.A and CSW.B.  For further information, please visit our website or follow us on LinkedInInstagram, or Twitter.


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