Glenfiddich has launched a new initiative as part of its global Where Next? campaign with actress Michelle Dockery to progress the perception of whisky to new audiences to encourage greater gender inclusivity in the industry.
The campaign features Glenfiddich Grand Cru 23-Year-Old and Michelle, who played Lady Mary in Downton Abbey and Rosalind Pearson in The Gentlemen at the forefront, who together with photographer Misan Harriman, have aimed to reimagine whisky imagery.
Each facet of the creative was chosen to reflect a modern woman making her own choices,
with femininity reflected in styling of soft fabrics and relaxed tailoring.
Said Michelle, “I am thrilled to be a part of Glenfiddich’s new campaign which celebrates mavericks. 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, 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.”