#USA #New York #The Glenlivet #Tartan #Thomas Doherty

The Glenlivet's Tartan Revival

This holiday season, The Glenlivet is leading a cultural renaissance by merging tradition with modernity, all while showcasing its iconic Scottish roots. Collaborating with actor Thomas Doherty, the renowned Speyside single malt Scotch whisky is introducing a fresh take on the classic tartan, a symbol of Scottish heritage established centuries ago. The initiative reimagines this traditional pattern, breathing new life into it for contemporary celebrations across the globe.

Originating from the Scottish Highlands, tartan has long represented kinship and family, and now, it takes center stage on the runways and red carpets of the modern world. The Glenlivet and Doherty aim to inspire originality not just in fashion but also in flavor with the launch of The Glenlivet Tartan Tini cocktail, setting a sophisticated tone for holiday gatherings.

Doherty, who hails from Edinburgh and currently resides in New York City, expresses a profound connection to Scottish craftsmanship, stating, "What a gift it is to be Scottish. When I think about my heritage, I feel a deep sense of pride. It's rewarding to work with The Glenlivet to celebrate and modernize our timeless symbols."

A Collective of Creativity

To further amplify this project, The Glenlivet has teamed up with a diverse selection of influencers and tastemakers. Each brings their unique perspective to express originality in styling, illustrating how Scottish tartan can blend into holiday wardrobes in innovative ways. Notable among them is NYC stylist Beverly Nguyen, who creates eye-catching looks featuring the new tartan design, offering tips for incorporating traditional patterns into modern fashion.

Additionally, celebrated artist Clym Evernden encapsulates The Glenlivet's rich history through original illustrations that highlight the whisky’s evolution amidst New York's vibrant skyline. Brooklyn-based DJ Amrit Tietz contributes to the festive atmosphere with her “Tartan Tracks” playlist, crafted to elevate holiday parties with a blend of classic and contemporary music enriched by the presence of Scottish musicians.

The initiative reflects the burgeoning appreciation for Scottish cultural symbols, perfectly encapsulating the confluence of American and Scottish influences. Locale-specific cultural commentary is provided by Maurice Kamara, who dives into the significance of tartan and its renewal in the modern era.

The Glenlivet Tartan

Created in partnership with Lochcarron of Scotland, a leading manufacturer of authentic tartan, the new Glenlivet tartan features bespoke hand-stitched amber hues inspired by the whisky’s rich color, intertwined with its signature teal. This new design marks a significant milestone in showcasing the intersection of classic heritage and contemporary style.

“Celebrating whisky’s superiority through craftsmanship is at the heart of our mission,” says Johan Radojewski, Vice President of Marketing for Scotch and Irish Whisk(e)y at Pernod Ricard USA. “This ‘Taking Back Tartan’ campaign serves as a testament to the staying power of Scottish sophistication, appealing to consumers who prioritize quality and heritage.”

An Invitation to Stand Out

The unveiling of The Glenlivet tartan will culminate in a glamorous VIP launch event in New York City's trendiest soitée spot, where guests will indulge in elevated cocktails and artistic showcases. The event will kickstart a series of unique tartan-themed experiences throughout NYC, including vibrant taxi cab wraps, sidewalk installations, and more, ultimately inviting consumers to engage with the tartan concept in unexpected, yet refined ways.

For those unable to attend the bash in New York, The Glenlivet is excited to introduce the Speyside Meets Stateside Holiday Collection on ReserveBar, which features The Glenlivet 12 Year Old, the Tartan Tini recipe, and exclusive tartan-themed accessories that enhance the holiday experience for whisky enthusiasts.

With its 200-year legacy, The Glenlivet brand is committed to pushing the envelope in whisky excellence while maintaining a strong connection to its Scottish roots. The integration of modern culture and traditional craftsmanship stands as an invitation to celebrate uniqueness this holiday season. For more information on how to partake in this refined celebration, visit The Glenlivet's website and engage with the community online.

Through the ‘Taking Back Tartan’ initiative, The Glenlivet not only redefines traditional Scottish elements but also solidifies its position as a modern icon of sophistication worth celebrating this festive season.