Glengoyne gets its ‘unhurried’ approach down to a fine art
The Highland single malt is showcasing its commitment to the role time plays in the distilling process
Glengoyne Highland Single Malt Scotch Whisky has partnered with revered conceptual artist, Jonathon Keats, on a one-of-a-kind “unhurried” art project to celebrate its new look. Jonathan has worked with a selection of poems from some of the world’s leading poets to create unique artworks that will reveal their words over the next two to 50 years.
Each piece has been created using an innovative printing technique which will allow the concealed poetry to appear slowly, in its own time, based on exposure to ultraviolet light. The project, inspired by Glengoyne’s own unhurried approach to whisky making, is set to challenge consumers’ relationships with time and appreciation of craft.
Five poems, each themed around time, will hang at the distillery for the next 50 years to commemorate the relaunch, as well versions being exhibited globally. They have been written by some of the world’s most exciting poets, including Cat Hepburn and Jeda Pearl (Scotland), Courtney Peppernell (Australia), Alison Malee (America) and Martin Reints (Holland).
Katy Muggeridge, Senior Brand Manager for Glengoyne Highland Single Malt, said: “As everything becomes instantaneous, delivered next day, our appreciation of craft and time is definitely diminishing. At Glengoyne we have always valued the role time can play and its importance to our whisky in creating outstanding flavour. That’s why for this special rebrand, we wanted to bring the idea of unhurried into a different space, with something that’s never been done before. These special pieces of literary art won’t be immediately available for people to view. Instead, they will appear over time, when they are ready.”
The project coincides with the launch of a brand-new look and feel across the brand’s entire portfolio. The new design celebrates the brand’s connection to time as Scotland’s slowest distilled malt, unhurried since 1833, which helps create its sweet, fruity spirit. As part of the distillery’s long-standing commitment to sustainability and the future, the new Glengoyne Collection also becomes fully recyclable, free of plastic and magnets, and locally sourced, with nearly all of the material originating from Scotland.