The Brief
The Glenlivet was preparing to introduce its brand ambassadors in a way that felt true to the brand, refined, unexpected, and culturally relevant.
Rather than a conventional announcement, the occasion needed to unfold as an exclusive dinner experience where the ambassadors could be revealed as genuine expressions of The Glenlivet’s character and values.
The event also had to spark conversation, strengthen visibility, and build deeper connections with whisky enthusiasts, entrepreneurs, lifestyle influencers, and premium consumers.
At its heart, the brief was to move beyond traditional ideas of whisky luxury and present The Glenlivet as bold, modern, expressive, and firmly connected to contemporary culture..
Exposé’s Plan
We designed an immersive announcement dinner built around fine dining, whisky discovery, brand storytelling, entertainment, and premium guest interaction.
After evaluating more than twenty potential venues, Euphoria by Sujimoto was selected as the setting for the experience.
The guest journey included an entrance tunnel, accreditation point, branded media walls, illuminated three-dimensional The Glenlivet lettering, product displays, photo areas, bar branding, LED screens, dining décor, customised menus, guest place cards, and a dedicated afterparty space.
Guests experienced guided whisky tastings, product education, curated dining, and personalised interactions throughout the evening.
Chef Miyonse created a menu designed to complement The Glenlivet’s flavour profile, while Loud Choir delivered a headline performance that added energy, emotion, and cultural expression to the experience.
Trained hostesses, runners, production teams, safety personnel, valet teams, and security staff supported the full guest journey from arrival to afterparty.
The Result
The announcement dinner attracted a high-quality audience of whisky enthusiasts, lifestyle influencers, entrepreneurs, and premium consumers.
The event successfully introduced The Glenlivet’s brand ambassadors within an environment that reflected sophistication, creativity, and modern luxury.
Strategically placed brand assets created strong visibility throughout the venue, while the media walls, product displays, dining setup, and photo installations generated rich visual content for social media and public relations.
Chef Miyonse’s whisky-paired menu strengthened the culinary storytelling, while Loud Choir’s performance became one of the most memorable moments of the evening.
The experience successfully blended product sampling, education, entertainment, fine dining, and cultural expression, reinforcing The Glenlivet’s positioning as a premium whisky brand that challenges tradition and celebrates originality.
