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Glenfiddich launches new marketing campaign with Michelle Dockery

Glenfiddich hopes to challenge stereotypes with its new marketing campaign, made with the award-winning actor Michelle Dockery.

Published: November 26, 2020
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The Glenfiddich campaign with Michelle Dockery was captured by Vogue photographer and activist Misan Harriman.

The team at Glenfiddich said: "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 Glenfiddich's reputation as the world’s most awarded Single Malt Scotch Whisky."

Michelle is best known for her role as lady Mary in Downton Abbey, as well as the female lead in Guy Ritchie's The Gentleman.

The vision for the campaign was to progress the perception of whisky to new audiences. Glenfiddich wants to break the mould and encourage greater gender inclusivity in the industry.

Talking of her involvement in Glenfiddich’s marketing campaign, Michelle said: “I am thrilled to be a part of Glenfiddich’s new campaign which celebrates mavericks.

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"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 at Glenfiddich, added: “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 single-malt whisky which enjoys long maturation in American and European oak casks before finishing in rare French cuvée wine casks.

Launching last year, Glenfiddich Grand Cru is bottled at 40% ABV, and presented in Glenfiddich’s iconic shaped bottled.

This expression is part of a new set of ‘grand releases’, with further launches to be unveiled in 2021.

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Known for cake making, experimental jam recipes, Champagne and gin drinking (and the inability to cook Gnocchi), Rosalind writes for The Scotsman on all things food and drink related.

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