Key facts
- Event name
- An Ode to The Highlands
- Location
- Ace Hotel Sydney
- Agency
- Today the Brave
- Anniversary
- 200 years of The Glendronach
- Master Blender
- Dr Rachel Barrie
- Melbourne debut
- Later this year
Background
The Glendronach, a Scotch whisky distillery owned by Brown-Forman Group, is marking its 200th anniversary this year. To celebrate, the brand has partnered with creative agency Today the Brave to develop an immersive consumer experience in Australia.
The activation, titled 'An Ode to The Highlands', is described as part hidden whisky bar and part sensory foraging trail. It was designed to educate both new and existing whisky drinkers about the distillery's heritage and whisky-making process.
Current situation
The experience is currently running at Ace Hotel Sydney. Guests move through four chapters inspired by The Glendronach's Master's Anthology Collection, with each chapter engaging a different sense: flavour, aroma, sound, and texture. The journey unfolds the distillery's 200-year story.
Today the Brave handled the creative concept, narrative, spatial and set design, sensory direction, food and beverage collaboration, and full production. Edinburgh-based Jorum Studio created bespoke room sprays and scent kits matched to each whisky's notes, while Ace Hotel Sydney's Culinary Director, Isobel Whelan-Little, crafted a food pairing for the 'Ode to the Embers' chapter, echoing its smoke, spice, and warmth.
Dr Rachel Barrie, Master Blender of The Glendronach, visited Australia for the first time in three years to support the launch. She said the experience offers whisky lovers a new way to connect with the distillery's legacy, shaped by the landscape and seasons of the Scottish Highlands.
| Attribute | Detail |
|---|---|
| Brand | The Glendronach |
| Parent company | Brown-Forman Group |
| Experience type | Immersive whisky foraging trail |
| Venue | Ace Hotel Sydney |
| Chapters | Four |
| Senses engaged | Flavour, aroma, sound, texture |
| Scent partner | Jorum Studio |
| Culinary partner | Isobel Whelan-Little |
| Master Blender | Dr Rachel Barrie |
| Melbourne debut | Later this year |
Impacts
The event is designed to appeal to both newcomers and seasoned whisky drinkers, offering an accessible entry point while providing deeper layers for connoisseurs. By engaging multiple senses, the trail aims to create a memorable brand experience that could strengthen consumer loyalty and interest in The Glendronach range.
The collaboration also highlights the role of creative agencies and sensory designers in brand marketing. For Today the Brave, the project reinforces its ongoing relationship with Brown-Forman, with which it works across brands including Jack Daniel's, Woodford Reserve, Tequila Herradura, and El Jimador.
The Melbourne debut, planned later this year, could extend the brand's reach to a broader Australian audience, potentially influencing whisky tourism and retail interest in the region.
Future outlook
Scenario analysis: The possibilities below are not certain predictions.
If the Sydney experience proves successful, the Melbourne edition may attract similar attention and could be extended to other markets, though no such plans have been announced. The brand's 200th anniversary activities may continue throughout the year, potentially including additional consumer events or limited releases.
However, the impact on long-term sales remains unclear. The success of such immersive activations often depends on word-of-mouth and media coverage, and if consumer interest wanes, the brand may need to adjust its approach. The Melbourne debut will be a key indicator of the format's repeatability.
Should the partnership with Today the Brave continue, future campaigns for other Brown-Forman brands could adopt similar sensory storytelling techniques, but this is speculative at this stage.
Source: campaignbrief.com
