Premium single malt scotch whisky brand The Glenlivet in mid-December gathered its most loyal advocates, which it calls The Glenlivet Guardians, for a photography event in Brooklyn’s artsy DUMBO neighborhood. The program was part of its Dram and Discover series, which launched in the fall and will continue through the spring of 2013. The events are designed to deepen relationships with The Glenlivet drinkers through experiences that tap into their passions and interests.
The Glenlivet has activated Dram and Discover in eight markets with partners in the areas of style, food, travel and technology such as menswear designer Billy Reid in Houston, Michael Andrews Bespoke and Eataly in New York City and Le Cordon Bleu in Boston. The Brooklyn event took place at United Photo Industries, a gallery space displaying works by nine photographers in a show called Anew whose images capture the beauty of everyday items such as dust balls, bits of paper and staples remaining on empty bulletin boards. Attendees mingled and sipped drams of The Glenlivet as they studied the photos and heard presentations from the gallery owner, one of the photographers and a representative from B&H, a well-known New York City camera store. The Glenlivet brand ambassador Craig Bridger also filled them in on the qualities of the 18-year-old Nadurra single malt they got to taste.
“Dram and Discover is all about creating the lifestyle of The Glenlivet and working with partners that are evocative of the type of company that we want to be in,” Troy Gorczyca, senior brand manager at The Glenlivet/Single Malts, told Buzz. “It’s all about building that relationship and rewarding our most loyal guardians.” Agency: Grow Marketing, San Francisco.