How do you make 200 years of whisky history feel at home in the present, and give an icon some contemporary cool?
We helped The Glenlivet...
build an editorial world around one of Scotch whisky’s best-known names.
Giving centuries of history a new place to live across print and digital.
THE CHALLENGE
The Glenlivet has been making whisky since 1824. With that history comes recognition, ritual and a fair amount of exclusivity.
Single malt could still feel like a world with its own codes: traditional, serious and overwhelmingly male. The Glenlivet wanted to reach a broader generation of drinkers without losing the people who already knew and loved the brand.
The opportunity was sitting inside the brand itself. Two centuries of makers, places, processes and stories gave The Glenlivet plenty to talk about. It simply needed a more contemporary way to tell them.
OUR RESPONSE?
We approached The Glenlivet as a publisher. Lekker developed an editorial manifesto and magazine concept spanning print and digital, creating a place for the brand to explore whisky alongside the wider culture surrounding it.
The aim was to make the world of single malt easier to enter, with enough depth for people who already knew their casks from their finishes and enough curiosity for those who didn’t.
THE BREAKDOWN
We dug deep into The Glenlivet’s storied past to craft an editorial manifesto and branded magazine concept that positioned the whisky at the intersection of tradition and modernity.
Stories went inside the making of The Glenlivet, exploring its history, casks and people without turning the publication into a whisky manual. Art, music and design widened the lens, giving the magazine licence to follow the interests of its readers as well as the liquid in their glass.
We worked with journalists from the Evening Standard, Dazed and ELLE, alongside specialist drinks writers, bringing cultural and industry voices into the same editorial mix.
That balance helped the publication move comfortably between whisky, art, design, music and the people shaping each world, without ever feeling like a branded drinks brochure.
THE RESULTS
The project gave The Glenlivet an editorial framework that could stretch beyond individual products and campaigns.
Print created something to spend time with. Digital gave the stories somewhere to continue. Together, they gave a 200-year-old brand a contemporary publishing voice grounded in the history it already owned.
For The Glenlivet, becoming more relevant didn’t mean leaving its past behind. It meant finding better ways to invite people into it.
More works
