When you think of a whisky drinker, what’s the first thing that comes to mind?

Likely an older white male, with a penchant for cigars. And braces. Right? This stereotype is further perpetuated in media and culture – just search for ‘whisky drinker’ on Google and see what image results you get back. The Glenlivet set out to break the whisky drinker stereotype and appeal to a new, unseen generation of drinkers through the launch of a new cultural platform.

Effectiveness