Taste the Future with Glenfiddich

Glenfiddich is known as a traditional whiskey brand. As a result, it primarily appeals to an older, male audience. To gain market share, the brand needs to become better known and, more importantly, more relevant to a new generation of whisky drinkers. So that Glenfiddich is seen as a modern, meaningful brand.

Big idea: Taste the Future

The world of whiskey is often all about heritage, nostalgia and traditions. But to be relevant to the target audience, we must not look to the past but rather focus on the future. We introduce: Taste the Future.

Glenfiddich challenges groundbreaking designers to share their vision of the future based on the aging times of Glenfiddich's iconic single malts: 12, 18 and 30 years. Sustainable textile innovator Borre Akkersdijk of Studio BYBORRE thus created visionary garments for the year 2035, 2041 and 2053.

First we teased the collection at Milan Design Week. The official launch followed at the NXT Museum for press and influencers. This was also the kick-off of a 360-degree campaign with online videos, high impact dOOH, social, display, print and branded content.


By placing the brand within the luxury fashion realm, we managed to hit the target audience. As a result, a new generation of whisky drinkers embraced the brand.