This winter, The Glendronach, part of Brown-Forman Group, invited Australians to step beyond the tasting glass and into the Scottish Highlands with the launch of An Ode to The Highlands an immersive whisky foraging trail at Ace Hotel Sydney.
Marking The Glendronach’s 200th anniversary, the experience was designed to immerse and educate both new and existing whisky drinkers with the depth and character of the distillery’s whisky-making credentials.
Part hidden whisky bar, part sensory foraging trail, guests moved through four chapters drawn from The Glendronach’s Master’s Anthology Collection, each unlocking the whisky through a different sense – flavour, aroma, sound and texture – while unfolding the distillery’s 200-year story.
Today the Brave, working with The Glendronach brand team, built the experience from the ground up, including the creative concept and narrative, spatial and set design, sensory direction, food and beverage collaboration, and full production. The result; a fully immersive event in which every guest was transported into the world of The Glendronach.
Edinburgh-based Jorum Studio created bespoke room sprays and scent kits matched to notes from each whisky, 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.
Imelda Hodson, experience director at Today the Brave, said: “With An Ode to The Highlands, we set out to build a sense of place rather than just an event. Every chapter was designed as a sensory story, letting flavour, aroma, sound and texture reveal The Glendronach’s history one step at a time, accessible for newcomers, while offering seasoned drinkers new layers to discover.”
Visiting Australia for the first time in three years, Dr Rachel Barrie, master blender of The Glendronach, said the experience offered whisky lovers an entirely new way to connect with the distillery’s legacy.
“Celebrating 200 years is an extraordinary milestone. For generations, our whisky has been shaped not only by craftsmanship, but by the landscape, seasons and natural character of the Scottish Highlands. An Ode to The Highlands brings those influences to life beyond the glass, through flavour, aroma and atmosphere, in a way that’s never been experienced before.”
The Glendronach: An Ode to the Highlands will make its Melbourne debut later this year.
Today the Brave work with Brown-Forman across Jack Daniel’s, Woodford Reserve, Tequila Herradura, The Glendronach and El Jimador.
Credits
Client: Brown Forman
Stuart Reeves: Brand Manager | Innovation Manager Scotch, Irish & Old Forester Whiskies Portfolio
Morgan Flanagan: Events & Sponsorship Manager
Linus Schaxmann: Brand Ambassador
Imelda Hodson: Experience Director Today the Brave
Saskia Lo: Shopper & Activation Lead Today the Brave
Amelia Salmon: Performance Director, We Are Different
