When a whisky has waited three or four decades to be poured, the packaging that holds it must do more than protect - it needs to speak. It should tell the story of time, of transformation, of the care that went into every cask and the confidence behind every drop.
For The Glendronach Distillery, unveiling its 30 and 40 Year Old expressions was much more than a product launch, it was a statement of identity. A new chapter in the distillery’s rich heritage, almost 200 years in the making, expressed not only in liquid but in form, detail, and design. To bring this chapter to life, the Glendronach team turned to Hunter Luxury.
A brand reborn and ready to be reintroduced
The Glendronach has long been celebrated for its deeply sherried single malts, matured patiently in Pedro Ximénez and Oloroso casks from Andalucía. Under the guidance of Master Blender Rachel Barrie, the 30- and 40-year-old releases represent the very peak of the distillery’s craft.
But these ultra-aged whiskies also arrive at a moment of brand transformation. A bold new visual identity, blending Highland heritage with Spanish sensuality, has been carefully constructed to connect with a new generation of collectors and connoisseurs.
It’s a brand duality made real in everything from the compelling new promotional photography to the subtle flamenco flourishes in its creative direction, to the new symbol: bramble and rook - a tribute to the distillery’s Gaelic namesake, the Valley of the Brambles.
Its packaging, then, surely had to follow suit. Not to simply echo this new aesthetic, but to build on and elevate it and to honour the rarity of what lay inside.
Engineering a crescendo
At Hunter Luxury, we understand that luxury lies in the details. It’s the thoughtful and considered touches that could only come from experience. Nowhere was this truer than in the design and execution of these two milestone packs.
The Glendronach 30-Year-Old was an exercise in pure precision. The brief called for a seamless chevron pattern to wrap the entire box - a deceptively simple idea that required complex structural design and an expert understanding of material behaviour.
To make this work across production runs, Hunter Luxury engineers created a rigid structure that served as the perfect canvas for the design. A rare, highly figured crotch-cut veneer was chosen to echo the swirling complexity of the liquid it held. To unify the natural wood grain with the engraved pattern, a bespoke Pantone®-matched stain was used that enriched the surface while maintaining absolute consistency across every unit.
The result is a masterclass in quiet confidence and on-shelf presence. Rich in texture, restrained in tone, and undeniably powerful - much like the 30-Year-Old expression itself.
The Glendronach 40-Year-Old required something even more ambitious. For this release, the Hunter Luxury team developed an entirely new technique: a laser-engraved wood veneer, hand-filled with shimmering gold resin to create a flowing motif across all four structural planes, including a hinged front door.
This wasn’t pattern placement, it was an architectural feat, aligning components to within fractions of a millimetre to create uninterrupted flow and visual harmony. The gold resin was colour-matched to echo the warmth of the whisky itself, while a real metal transcript, encased beneath a soft satin varnish, added another layer of depth and tactility.
Together, these finishes don’t just look premium and luxe - they feel meaningful. Every element warmly invites closer inspection, and every detail rewards touch.
Sustainable by design
True craftsmanship doesn’t sacrifice the future for beauty in the present. That’s why the case was built to be more than just a container – it was made to be a lasting keepsake. A display piece that reflects the immense craftsmanship required to produce such a rare, exquisite whisky expression. Packaging that never becomes waste, because it’s too spectacular to throw away.
We worked closely with Brown-Forman’s design team to select a species of veneer that avoided the need for protected hardwoods, without compromise on depth, pattern, or feel. Custom staining replaced resource-intensive surface treatments, and the internal structure was engineered for long-term durability. It was designed as a piece to be displayed, not discarded.
A shared vision, brought to life
More than a supplier, Hunter Luxury served as a creative and technical partner working in close rhythm with the Glendronach and Brown-Forman teams to push the boundaries of secondary packaging. Prototyping, testing, refining - this was a journey defined by mutual respect for craft, a shared love of detail, and a refusal to compromise on what mattered.
Like any great orchestra, these packs weren’t simply built; they were composed. Every material, every technique, every line had to hit the right note. The 30 and 40 Year Old whiskies represent soaring crescendos in the Glendronach’s story, and the packaging was designed to rise to meet them.
Raising expectations - for good
Strip away the complexity and at its core, packaging is about protection. But at its best, it becomes part of the brand story - an expression of purpose, provenance, and personality.
When a whisky has patiently waited 40 years to be tasted, it should be unforgettable from the first impression to the last. With the Glendronach 30 and 40 Year Old releases, Hunter Luxury has helped deliver more than a protective case.
It’s helped deliver a moment: of revelation, of legacy, of indulgence. The opening note to a concerto that builds, swells, and resonates long after the final dram.
To learn more about Hunter Luxury and its portfolio of bespoke luxury packaging innovations, visit www.hunterluxury.com