The innovative Scottish distillery is making whisky accessible with their eye-opening Hidden Measures campaign.
Too long has the world of whisky been shrouded elitism and inaccessibility. And one prestigious brand making waves with its dedication to transparency surrounding the iconic beverage is Bruichladdich. A distillery located on the southwestern tip of the remote Hebridean island of Scotland’s Islay, their newest campaign “No Hidden Measures” seeks to educate its drinkers on exactly what goes into making their favourite tipple on the rocks.
In order to champion the distillery’s deep-rooted values, the campaign will raise awareness on factors that affect flavour in single malt Scotch (namely the quality of the distillers’ ingredients).
To highlight the nuances of their flagship Bruichladdich bottlings, The Classic Laddie and The Laddie Eight, the distillery – headed up by Head Distiller, Adam Hannett – publishes every recipe on their website. To the joy of whisky connoisseurs, drinkers can access information unique to their bottle by entering a code on the back of their bottle. For example, the backbone of spirit is cultivated from Scottish Mainland-grown barley, occasionally raised organically in picturesque Inverness or on the distillery’s home of Islay. Matured in European oak, the whiskey is also amplified with fruit flavours for a distinctive taste.
“Our aim has always been to make the most thought-provoking spirit possible, and we couldn’t do that without nurturing the same sense of curiosity in our consumers, as we allow ourselves,” explains CEO Douglas Taylor. “Particularly within food and drink, we must have open conservations about the origin of our ingredients, and about how they affect the final flavour. If you speak to any celebrated chef, they will likely highlight that it all starts with sourcing the best quality produce and translating that through to the plate in front of you. Whisky is no different… There are no shortcuts taken in their creation, therefore we have no secrets… that’s what’s meant by “No Hidden Measures”.”
Find out more at bruichladdich.com