Glenfiddich Whisky breaks the mould with brand new campaign
featuring Michelle Dockery
LONDON, 23rd November 2020 – Today, Glenfiddich reveals an exciting new campaign with award-winning actress Michelle Dockery. The Essex-born talent features as a woman confident in her stride, full of power and poise, captured in striking still images by VOGUE photographer and activist Misan Harriman at Lyaness in London.
A gifted actress, singer and champion of female empowerment, Michelle’s diverse body of work and life experiences embody Glenfiddich’s maverick spirit. Having forged her own path, Michelle personifies Glenfiddich’s history of challenging itself to break new ground, by continuing to ask where next? This is the ethos that continues to drives its reputation as the world’s most awarded Single Malt Scotch Whisky.
Famed for her diverse roles, from the headstrong Lady Mary in Downton Abbey, to the no holds barred female lead Rosalind Pearson in The Gentlemen, Glenfiddich, together with Harriman, has reimagined whisky imagery through a contemporary lens, with Michelle at the forefront.
Captured in a bright and natural environment, the vision was to progress the perception of whisky to new audiences, breaking the mould to encourage greater gender inclusivity in the industry. Each facet of the creative was chosen to reflect a modern woman making her own choices, with femininity reflected in styling of soft fabrics and relaxed tailoring.
Talking of her involvement in Glenfiddich’s campaign, Michelle commented: “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.”
Maria Ropero-Ortiz, Senior Brand Manager, Glenfiddich, said: “Michelle Dockery is a change maker in her own right. She perfectly embodies the distinctive, inclusive and confident nature of Glenfiddich. With her resilience and enduring spirit, Michelle shows that self-assurance and quiet confidence speak volumes. She is a powerful representation of our brand, inspiring greater conversations and considerations of women in whisky.”
The campaign features Glenfiddich Grand Cru 23-Year-Old, a rich and indulgent single-malt whisky which enjoys long maturation in American and European oak casks before finishing in rare French cuvée wine casks that used to house the world’s most extraordinary wines.
This project is part of Glenfiddich’s Where Next, a global campaign communicating the uncertain and challenging journey of growth. A bold new direction for Glenfiddich, the Where Next platform unifies the proposition of the brand across the world as it steps forward with strength, serving a reminder to its audience: the shape shifters, game changers and mavericks of the world, that we need to shed our armour in order to grow.
Glenfiddich Grand Cru is available for purchase online for £220 (70cl). Select retailers include Harvey Nichols, The Whisky Shop, The Whisky World, Master of Malt and The Whisky Exchange.
@glenfiddichwhisky #glenfiddich glenfiddich.com
Notes
Credits
Credit Line: Michelle Dockery fronts new Glenfiddich Grand Cru campaign reimagining a contemporary future for whisky.
Photographer: Misan Harriman (http://misanharriman.com/, @misanharriman)
Location: Lyaness at Sea Containers, (www.lyaness.com, @lyanessbar)
About Michelle Dockery (@michelledockery)
Michelle Dockery trained at the Guildhall School of Music and Drama and since graduating in 2004, has appeared in a variety of leading roles on stage and screen.
Dockery has received much critical acclaim for her work in television. Dockery first became globally recognizable as Lady Mary Crawley in the multi-award winning hit show Downton Abbey, which won her two nominations for Outstanding Lead Actress in A Drama Series Award at the Primetime Emmys, (2012, 2014); Best Performance By An Actress In A Television Series (Drama) Award, Golden Globe Awards, 2013; Outstanding Performance By A Female Actor In A Drama Series Award, Screen Actors Guild Awards, 2013; and Best Actress Award, TV Choice Awards, 2013. In film, Dockery has starred in both studio and independent features, most recently alongside Matthew McConaughey, Henry Golding and Hugh Grant in Guy Ritchie’s upcoming Miramax feature film ‘The Gentleman’. Dockery also recently reprised her role as Lady Mary Crawley in ‘Downton Abbey: The Movie’ (Focus Features). Other notable film roles include Ritesh Batra’s ’The Sense of an Ending’, ‘Self/Less’, ‘Non-Stop’ and ‘Anna Karenina’.
About Glenfiddich
Founded in Dufftown, Scotland by innovator William Grant, Glenfiddich first ran from the stills on Christmas Day, 1887. Adopting revolutionary methods and practices Grant’s maverick attitude to whisky production saw Glenfiddich excel for over a hundred and thirty years, becoming the first single malt whisky to be promoted outside of Scotland, and ultimately, the best-selling and most awarded single malt whisky in the world*. While Glenfiddich is now sold in over 180 countries across the world, the brand is one of the few single malt distilleries to remain entirely family-owned and is still produced in the same distillery which William Grant and his children hand-built.
About Lyaness
Created by multi award-winning Ryan Chetiyawardana AKA Mr Lyan (“The World’s Most Awarded Bartender”, The Telegraph; International Bartender of the Year 2015, Most Influential Britons 2017, Personality of the Decade 2017) and the team behind iconic venues White Lyan, Super Lyan, Cub, Dandelyan and more. Lyanness has been voted one of the top 50 World’s Best Bars and is an iconic space overlooking the Thames within Sea Containers house.
