The Glenlivet
“As our whisky community evolves, so must the image of the modern whisky drinker. Our #BreakTheStereotype campaign is the first of several initiatives The Glenlivet has in store to push boundaries for the better, challenging old conventions in the single malt category - especially relating to diversity and representation. It is important that we do our part to reveal the real vibrancy of whisky drinkers, as well as to incite meaningful change, like we are doing through our partnership with Equal Measures.”
Jayne Murphy, Malts Global Marketing Director
+21% growth in net sales, with growth in 80+ markets in FY22
Who is a whisky drinker? With its #BreakTheStereotype campaign, The Glenlivet is tackling this question head on. By flooding the Internet with images of real-life single malt fans, the brand is challenging outdated stereotypes and celebrating the true diversity of today’s whisky drinkers. The Glenlivet has successfully influenced the Google Images™ algorithm to show vibrant shots of modern-day whisky drinkers of all different ages, genders and ethnic backgrounds in response to the search “whisky drinker” - a change from the photos of predominantly middle-aged white men formerly shown. The Glenlivet even brought the campaign into the physical world, hosting a #BreakTheStereotype pop-up bar at London’s Coupette, where guests(1) swapped photos of themselves with their drink for a complimentary Scotch-based cocktail. To further promote equity, diversity and inclusion, The Glenlivet has partnered with Equal Measures, supporting 30 participants in their Education and Mentorship Project to grow their qualifications and unlock their full potential in the drinks industry.
(1) People over legal drinking age.