Bruichladdich injects moments of joy into whisky

28 Aug

Bruichladdich injects moments of joy into the whisky category with ‘Not Your Classic’ campaign for The Classic Laddie

B Corp certified Bruichladdich Distillery has unveiled a landmark through-the-line campaign for its flagship Bruichladdich single malt whisky, The Classic Laddie, following a values-led rebrand last summer. Working with long-time creative partner Thirst, the ‘Not Your Classic’ campaign marks a step-change for the brand as it continues its mission to challenge the traditionally serious cues of the whisky category.

At the heart of the campaign is the idea that while it may be called ‘The Classic Laddie’, there’s nothing classic in the way Bruichladdich looks or how it behaves.

An age of individuality

Gareth Brown, Global Marketing Director at Bruichladdich Distillery, says:

“Bruichladdich’s The Classic Laddie is already known for its distinctive look and attitude. Our bottle and packaging encapsulate everything we represent as a single malt Scotch whisky brand – embodying our positive, purpose-driven philosophy and mission to challenge convention within the whisky industry.
“We’ve always gone against the grain when it comes to The Classic Laddie. Our aqua bottle stands apart on back bars and in shopping aisles, and the ‘Not Your Classic’ campaign is an extension of this progressive, playful nature.
“Consumers are looking for conscientious brands that are not only sustainable and socially responsible, but also reflect their appetite for joy and delight. People are at the heart of everything we do at Bruichladdich, and the campaign reflects the accessibility and fun at the heart of our brand.”
“We found ourselves questioning when we last smiled in the whisky aisle,” says Matt Burns, Executive Creative Director and Co-Founder at Thirst, “and the answer is probably never. It’s a sophisticated, conservative category, and can often feel inaccessible to new audiences. Whilst there have been some positive movements with the recent whisky renaissance, this serious attitude still pervades the category.
“As a true pioneer and changemaker, Bruichladdich is perfectly positioned to challenge this status quo. So, the question then became, how can we offer a bolder, more playful and unexpected choice to whisky drinkers everywhere?”

Not Your Classic outlook, thinking, attitude, whisky

The result is a campaign centred on three powerful ‘irreverent heroes’ – Outlook, Attitude and Thinking – each seeking to dispel the traditional notions associated with whisky.

Whether an octogenarian at a roller disco, defying conventions with her youthful, confident energy and enigmatic charisma; a distinguished man reclining on a velvet couch, comfortable in his own skin as he sips whisky from a pineapple; or a young woman savouring a dram with a book in the quiet of night, each scene challenges preconceptions of what a ‘typical’ whisky drinker looks like.

Working closely with LA-based photographer Justin Bettman, renowned for his captivating conceptual compositions and flair for visual storytelling, the three characters were brought to life using his unique, cinematic style. From aqua hues in the scene decor to hidden, ‘Easter egg’ elements, Bruichladdich’s core identity is introduced in layers for moments of discoverable storytelling.

Photographer Justin Bettman says:

“I was very excited when Bruichladdich and the Thirst team reached out to me to help bring the ‘Not Your Classic’ campaign to life as it felt fresh and new, disrupting a conventionally ‘safe’ category.
“I was briefed to help create three unique characters and their worlds as they experience moments of joy in unexpected ways. After a lot of fun brainstorming sessions and careful consideration, I’m really happy with where we landed with our casting, custom in-studio set design, lighting and wardrobe for Outlook, Attitude and Thinking. For me, it is the perfect balance of quirky and relatable.”

Whisky as unique as those who drink it

Building on the witty irreverence synonymous with the Bruichladdich brand, ‘Not Your Classic’ seeks to bring a more playful, tongue-in-cheek tone of voice. “We wanted to speak to the consumer in a way they’d never been spoken to before,” says Burns, “empowering them to experiment with whisky in new and exciting ways that feels right for them.

“Together with Bruichladdich, we’re on a mission to demonstrate to the industry that there is another bolder, more enjoyable way that whisky can behave – and that starts with celebrating the innate unconventionality of all drinkers.”

About Bruichladdich Distillery:

   Bruichladdich Distillery is situated on the Hebridean island of Islay.    Bruichladdich Distillery crafts four unique spirits under one roof:    

Bruichladdich, unpeated Islay single malt Scotch whisky    
Port Charlotte, heavily peated Islay single malt Scotch whisky (40PPM)    
Octomore, the world’s most heavily peated Scotch whisky series (80+PPM)    
The Botanist Gin, the first Islay dry gin

 The distillery was first established in 1881 by the Harvey brothers. It survived through periods of closure including world wars and economic uncertainty, only to be closed for seven years in 1994. The closure left all but two redundant.   

 The distillery was reopened by Mark Reynier, Simon Coughlin and then Head Distiller, Jim McEwan, in 2001. The team breathed new life into the community by keeping as much of their operations on Islay as possible - a legacy which continues today. They installed an on-site bottling hall in 2003, first grew Islay barley in 2004 (now making up 52% of annual production in 2023) and have since added additional warehousing to ensure all single malts are conceived, distilled, matured, and bottled solely on the island. Bruichladdich Distillery is one of only two distilleries on the island (which is home to nine distilleries in total) to make these claims.       

The independently owned Bruichladdich Distillery was purchased by luxury spirits company Remy Cointreau in 2012. They continue to invest in the values of the business, in being Islay-based, and in the local community.    

In 2020, Bruichladdich became one of the only distilleries in the world to be B Corp certified. They were the first gin and whisky distillery in Europe to be recognised for balancing profit and purpose. In 2023 the distillery successfully completed the mandatory B Corp recertification process, scoring 100.7 points. The next recertification will take place in three years (2026).