The Glenlivet Celebrates 200th Anniversary with Tartan Campaign

The Glenlivet is celebrating its 200th anniversary with a campaign featuring Scottish actor Thomas Doherty, who promotes a contemporary reimagining of traditional tartan in collaboration with Lochcarron of Scotland. The campaign, named 'Take Back the Tartan,' aims to blend Scottish heritage with modern American culture through various tastemakers and new products, including the 'Speyside Meets Stateside Holiday Collection' which features winter wearables and a cocktail called the Tartan Tini. Doherty expressed pride in his Scottish heritage, emphasizing the significance of tartan and single malt Scotch in Scottish identity. The Glenlivet's marketing strategy includes a national ad campaign across various platforms, aiming to position the brand as a sophisticated symbol of modern craftsmanship. The initiative capitalizes on the recent resurgence of tartan in fashion, highlighted by its presence in luxury brands and pop culture. The holiday collection is available exclusively through ReserveBar for $100, catering to the gift-giving season when Scotch sales typically peak.