WHEN your product takes years to create and is dependent on such ingredients as crystal clear water, sustainability is assuredly part of that company’s ethos.
Glenfiddich, a brand by William Grant & Sons, came out with its “Where Next” campaign in Quezon City on Nov. 15, when the mavericks were introduced.
“We’re not looking at this as a competition. It shouldn’t be,” said Brett Bayly, Regional Brand Ambassador for Glenfiddich in Southeast Asia, in an interview. “We want to see all of them do well. The idea is for us to build a platform that highlights, but then also, financially supports the one that is sort of deemed to be in need of finance.”The campaign began in 2020 in South Africa as a podcast, then moved on to being an auction, which became a fundraiser for like-minded projects.
He points out the natural resources that go into making whisky, all possibly endangered through a pollution or climate crisis. “We use wood for all of our barrels, we use the water source, which is direct from streams carrying off from the hills. If we don’t take care of the environment we’re in, we’re not going to have that environment for a sustainable future,” he said.
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