Breaking with category conventions, Auchentoshan is a proudly modern Scottish brand. In a category where tradition, craft and obsession often overwhelm a brand's identity, Auchentoshan do things differently. As part of a rebrand that reached out to a new, open generation of whisky lovers, Auchentoshan worked with London agency Studio Minerva, specialists in the premium drinks category. Modern Copy partnered with Studio Minerva to create a brand language that sat outside of convention and measured up to the daring, bold identity they created.

The results are written through the brand: with every pack and bottle in the range featuring copy that helps navigation, understanding, and recognition – making sure that every liquid across their offering is clearly differentiated and appealing to consumers.