Campaigns for women and Netflix collabs: Whisky’s bold rebranding

Whisky brands are embracing global trends to reach new audiences, leveraging social media, ad agencies and PR to attract young people and women; industry leaders in Israel say the goal is to make the timeless drink a discovery worth acquiring for new generations

Shy Segev|
The world of whisky has undergone a revolution in recent years. Gone are the days of the jovial grandfather sipping a glass of whisky with an ice cube in a dimly lit bar. Traditional international distilleries, many now part of consumer goods conglomerates, are targeting younger audiences and the bar and cocktail culture.
"The main issue in the whisky world today is how it rebrands itself after years of losing its classic customers," says Jonathan Ishai, founder of the Israeli Whisky Society. "We’re seeing an effort to attract a younger audience seeking variety and excitement. As the global population naturally grows, more people are drinking whisky than 30-40 years ago, and there’s fierce competition for these consumers. Distilleries and the massive distribution companies behind them are targeting fresh audiences—primarily young people—while also trying to win over tequila, gin and vodka drinkers.
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"Looking at history, the whisky industry has almost always been in growth mode, except during significant crises—the first in 1900 and the second in the 1980s. The industry has grown so much, so suddenly, that it may even be approaching a bubble, potentially leading to a slowdown. The number of distilleries has exploded—in Scotland alone, the number has doubled in just over a decade. The Chinese and Japanese have entered the market, and in Israel, there are already at least seven whisky distilleries. With the sheer number of brands and bottles flooding store shelves, it’s impossible to keep track of everything."

AI-developed whiskies

Yaniv Shriki, head of the beverage division at A.G.T.D., is an expert in introducing whisky to new audiences. "The whisky world is undergoing a generational shift, reaching a younger crowd raised on accessible technology and readily available information," he explains.
"Alcohol companies are adapting to this shift, courting younger consumers in a ‘Disneyland’ of options—craft distilleries, experimental series, innovative ingredients and non-traditional processes. This younger generation finds trends and recommendations through podcasts and social media groups, sometimes uncovering niche whisky trends like Asian bottles with vibrant designs or Japanese animation labels and even AI-developed whiskies. Today, you can even invest in whisky through a Bitcoin portfolio and own a magical liquid in a barrel."
Shriki notes that alcohol companies recognized the consumer shift toward whisky about a decade ago and began acquiring distilleries with historical roots. "One example is Templeton Rye Whiskey from the U.S., which recently arrived in Israel. It’s unique because it represents a tradition of rye whiskey from a historic region—a popular trend among enthusiasts." Globalization has also filled shelves in Israel with Japanese, Chinese, South Korean and Australian brands alongside traditional staples from Scotland, Ireland and the U.S.
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The whisky brand Fireball Cinnamon is targeting brides, offering them a way to mark their special day with whisky
(Photo: from Instagram)
The whisky industry has embraced digital and social media marketing to attract younger audiences who prefer visual, bite-sized content. But it hasn’t stopped there. It has innovated with diverse flavor profiles—smoky, sweet, fruity or unique finishes—and eye-catching bottle designs. Guided tastings, whisky-based cocktail workshops and sponsorships for events have further helped engage new consumers.
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Whisky brands are also expanding awareness through collaborations with fashion houses, hit TV series, luxury cars and fine dining establishments, as well as offering limited-edition and premium products in duty-free shops.
Beyond financial gain, the whisky industry aims to tell stories and create myths around its brands. It highlights the people behind the distilleries and their production traditions. Sustainability has also become a focus, with many brands emphasizing eco-friendly practices, including the use of recycled materials and renewable energy in whisky production.

Whisky industry expands appeal to women

Maya Rotem, marketing leader at Pernod Ricard, notes that the whisky market in Israel has shown significant growth in recent years, despite overall alcohol consumption in Israel being lower than in Europe. “There’s a growing demand for super-premium whisky brands, driven in part by millennials. In normal times, Israelis frequently travel abroad, where they are exposed to high-quality international brands that they later seek out locally,” she explains.
“The whisky category in Israel has grown by 6% in recent years, with a market value of $302 million. As the marketing leader for a large and diverse group of brands, such as the iconic Chivas Regal, I see how it remains popular with older consumers while also appealing to younger audiences through strategic marketing and alignment with new market trends,” Rotem adds.
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Chivas Regal
(Photo: PR)
One key strategy to expand whisky’s consumer base has been to target a previously overlooked demographic: women.
“Whisky consumption among women is on the rise," Ishai explains. "Thanks to globalization and digital culture, the drink is no longer seen as exclusively masculine or rugged. Additionally, remarkable and talented women are leading the way as master blenders for major brands, such as Dr. Emma Walker of Johnnie Walker, who visited Israel two years ago.”
Many whisky brands have actively worked to appeal to women in recent years. For example, Johnnie Walker launched Jane Walker in 2018, a version of its famous Scotch featuring a female figure on the label.
Distilleries increasingly use women as brand ambassadors and whisky experts in campaigns or highlight stories of trailblazing women in the industry. They’ve also introduced products blending whisky with additional flavors, like Crown Royal Vanilla, alongside more elegant, modern packaging and whisky-based cocktails designed to attract a broader audience.
Dedicated initiatives like whisky tastings for women, groups like Women Who Whiskey and workshops led by female industry leaders have also helped increase engagement. Women are increasingly filling key roles in the industry, such as Rachel Barrie, the master blender at BenRiach.
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Dr. Emma Walker in Israel
Dr. Emma Walker in Israel
Dr. Emma Walker in Israel
(Photo: Dana Kopel)
Some of these efforts have faced criticism for unnecessarily emphasizing gender distinctions, with detractors arguing that brands should treat all consumers equally, regardless of gender.
In the drive to create new brands, distilleries are collaborating with pop culture phenomena and experimenting with unique aging processes. For example, Johnnie Walker has released labels tied to Game of Thrones and Squid Game, Glenmorangie has aged Scotch in Japanese casks and Macallan offers unique workshops for enthusiasts. Glenfiddich has even launched a series of live performances in Israel.
Rotem adds that soon, the company will unveil a redesigned Chivas Regal 18 bottle featuring a taller profile, rounded shoulders and a multi-layered label resembling a royal jewel. “We understand the need to adapt to market changes daily. Our commitment is to remain relevant, emotionally connected and effective. Today’s whisky consumers are looking for more than just a product—they seek an authentic experience and a unique story that connects them to the brand’s values and culture.”

The mob, sustainability and new flavors

The whisky industry's most successful campaigns in recent years:
  • Glenfiddich: The brand connects whisky with culture and art, launching The House of Senses in Israel last month—a series of musical performances, art exhibits and luxury cocktail pairings designed to link the drink's values to creativity, boldness and passion.
  • Macallan: The Scottish distillery unveiled several innovative whisky editions over the past year, including the third release in the Harmony Collection—a collaboration with Mary and Stella McCartney—and A Night on Earth in Scotland, celebrating the New Year. An exclusive edition, TIME:SPACE Mastery, marking the distillery’s 200th anniversary, is being launched with a unique bottle and packaging.
  • Balvenie: The distillery has heavily invested in sustainability, making it the greenest distillery in Scotland.
  • Jim Beam: The brand introduced new flavored whiskeys in Israel, including honey, apple and pear. Campaigns target younger audiences, emphasizing fun and social experiences.
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'Whisky doesn't care what's between your legs': This ad campaign by the Glenlivet whisky brand sparked controversy in Australia
(Photo: from Instagram)
Glenlivet: The brand launched a series of humorous social media videos about the distillery’s history and family, aimed primarily at women seeking high-quality drinks. Additionally, they hosted women-only whisky introduction workshops in Israel.
  • Chivas Regal: The ongoing I Rise, We Rise campaign highlights shared success, mutual support and inspiration. Prominent Israeli figures from the arts, music and culinary worlds, including singers Itay Levi, Marina Maximilian, Inbal Bibi, rapper Echo, chefs Tomer Tal and Tom Levy, artist Pilpeled and tattoo artist Sara Kori, participated in the campaign.
  • Templeton: The brand emphasizes its historical connection to the Prohibition era, branding its whiskey as "the mobsters' drink." The narrative evokes curiosity and nostalgia, giving the whiskey a mysterious aura.
  • Johnnie Walker: To mark the return of Netflix’s South Korean hit series Squid Game for a new season, Johnnie Walker collaborated with the streaming giant to release a limited edition of Johnnie Walker Black Label.
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