The Glenlivet attempts to “Break the Stereotype” with a promotional campaign focusing on a more diverse range of “whisky drinker” worldwide than just the expected demographic group.
The Glenlivet announced it would support up to 30 participants in the Education & Mentorship Project of Equal Measures, a London-based group that works to increase diversity in the drinks/hospitality industry – and for the “Break the Stereotype” promotion, The Glenlivet worked with Ugandan-British photographer Danny Kasirye and queer Chicanx photographer Devyn Galindo.
Additionally, The Glenlivet has a supporting promotion in Australia and New Zealand, starring Oscar-winning actress Anna Paquin (“The Piano”).