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Glenfiddich teams up with Michelle Dockery for new marketing campaign

Glenfiddich has launched a campaign with award-winning actor Michelle Dockery to encourage new drinkers to its 'maverick' spirit.

The Essex-born actress, known for her parts in Downton Abbey and The Gentlemen, is featured full of power, poise and confidence in the campaign and is felt by the whiskymaker to embody its self-assured spirit and continual striving for improvement.

With images of Dockery captured by Vogue photographer Misan Harriman at Lyaness in London, the new Glenfiddich campaign is designed as a contemporary, no-holds-barred reimagination of whisky imagery that is designed to attract new audiences to the category. It forms part of Glenfiddich's global Where Next campaign, which speaks of the need to embrace risks in an uncertain and changing world.

Of her involvement, Dockery said: "I am thrilled to be a part of Gelnfiddich's new campaign which celebrates mavericks. That's what drove me to be 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 at 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 also features Glenfiddich's Grand Cru 23 Years Old, a single malt whisky that has been matured in American and European oak casks before being finished in rare French cuvée wine casks. It is available to purchase online through selected retailers including Harvey Nichols, Master of Malt, The Whisky Exchange, The Whisky Shop and The Whisky World.

23 November 2020 - Bethany Whymark