Glenfiddich / The Extended Family
A whisky created in 1963, relaunched by its extended family half a world away.Built as a content led story about family, originality and craft for Glenfiddich Original.
The problem
Reintroduce Glenfiddich Original, a recreation of the family-owned distillery's 1963 single malt, to Australia in a way that felt like a living story, not just a heritage throwback.
The idea
The Extended Family, a series of content pieces celebrating three Australian families whose values and originality mirrored Glenfiddich's own, unveiled together with the whisky itself.
How it worked
- Identified and profiled three modern Australian families whose businesses and stories reflected Glenfiddich's independence and originality
- Created a suite of film, photography and print pieces featuring each family alongside the story of Glenfiddich Original
- Launched the whisky and the content at an intimate sit down dinner at a pub owned by one of the featured families
Results
+Turned a product relaunch into a broader story about family and craft that media and trade could connect with
+Gave Glenfiddich Original a distinctive, locally relevant narrative for the Australian market