• by Teresa Buyikian , December 9, 2024

One of the oldest Scottish single malt scotch makers is unveiling a new experiential effort to bring the culture, heritage and tartan style of its Scottish home to the U.S.

The Glenlivet’s “Take Back the Tartan” aims to reimagine tartan “for a contemporary Scotland, as the pattern originally established in the Scottish Highlands centuries ago to represent kinship and family takes over today's runways and red carpets,” per the brand.

Glenlivet tapped Lochcarron of Scotland, one of the world's leading manufacturers of authentic Scottish tartan, to design and produce its pattern, which consists of “amber-colored hues inspired by [the brand’s] warm liquid,” combined with “Glenlivet's iconic teal.”

Actor Thomas Doherty, who originally hails from Edinburgh, is promoting the #takebackthetartan effort in collaboration with U.S. tastemakers, who interpreted and utilized the tartan in various ways, “bringing together the best of Scottish and American cultures.”  

New York City stylist Beverly Nguyen created various looks that highlight The Glenlivet tartan pattern with modern silhouettes. Artist Clym Evernden created original illustrations that show The Glenlivet's 200 year history, “standing among the New York City skyline to reflect how the brand has risen to modernity.”  Brooklyn-based DJ Amrit Tietz dropped a  "Tartan Tracks" playlist, which features a blend of classic and new music as well as Scottish musicians. Social media fashion star Maurice Kamar interviewed Doherty for short-form videos running on Instagram at @thepeoplegallery.

"The Glenlivet is proud to bring together a unique group of Scottish icons and American culture curators to celebrate the quality and craftmanship that make single malt special while leading the category forward as a modern day symbol of sophistication," said Johan Radojewski, vice president marketing, Scotch & Irish Whisky, Pernod Ricard USA, in the announcement.

The brand will host a VIP party in New York’s Soho's as a launchpad for various other New York City tartan takeovers, including taxi wraps, sidewalk signage, and supplying trendy NYC hotels with tartan clad umbrellas and postcard mailboxes.

Also available exclusively online at ReserveBar is The Glenlivet Speyside Meets Stateside Holiday Collection, which includes The Glenlivet 12 Year Old, a new Tartan Tini cocktail recipe, tartan winter fashion accessories and a deck of cards.