Benriach: Jonathan Knowles Brings Whiskey’s Flavor Notes to Life

Benriach, a renowned Speyside whiskey brand, has collaborated with Southpaw, a UK advertising agency, and photographer and Graphis Master Jonathan Knowles to create a campaign celebrating the whiskey’s unique flavors. The campaign includes a 90-second brand film, print and OOH advertisements, Instagram content, and subsidiary films, all focusing on the whiskey’s diverse flavor notes.

By: Jonathan Knowles, Main Contributor 

“When Brown-Forman relaunched the iconic Speyside whisky brand Benriach, we were asked to collaborate with advertising agency Southpaw to create a beautiful deconstruction of this historic single malt with the message: ‘A World of Flavour.’  

“At the heart of these OOH executions is the beautifully designed and re-branded Benriach whisky bottle, surrounded by flavor notes and the unique colored casks that fill the distillery warehouses. They are described as ‘rare and eclectic treasures’ once filled with Spanish sherry, Jamaican rum, Italian marsala wine, and Kentucky bourbon. Together, the casks and flavors that emerge from them create a visual sensation that is colorful, energetic, and dynamic. Each of the seven expressions has a distinct visual showing its specific characteristics, a kaleidoscopic representation of the sophistication contained within each bottle. 

“The 90-second brand film A World of Flavour is an authentic origin story of the single malt Scotch whisky’s character. We bring the ingredients representing the flavor notes to life using our Phantom Flex 4K camera for super slow-motion imagery. This created an exciting visual to appeal to the senses and magnified the beauty of the whisky-making process. The film was shot on location at Benriach’s Speyside distillery in Scotland and in our London studio, all directed and shot by Jonathan. A series of interview films gives a deeper look into the characters behind the whisky. Warehouse foreman Calum Purcel likens his colleagues to ‘modern-day alchemists making liquid gold.’  

“Andrew Watson, Global Marketing Manager, says: 

‘In Southpaw, we found the perfect partner who could understand the complexity of this new portfolio of single malts. Through great collaboration and their creative vision, we were able to find the right strategic and creative platform to relaunch the brand. Southpaw knew that it was important to appeal to the senses and bring to life the taste without tasting it, and this was achieved through their work with Jonathan Knowles. They have given us an excellent springboard to reach new audiences – we’re looking forward to the future.’

“The entire campaign includes a 90-second film, print and OOH advertisements, a variety of Instagram content, website gifs, and other materials, and an array of subsidiary films, including interviews of key figures at Benriach, accompanied by still portraits.”

To view the movie and see the entire campaign, please visit: 

Jonathan Knowles – Benriach Film

Jonathan Knowles Cross Media – Benriach

To see other Advertising 2022 winners, click here. To enter our Advertising 2024 competition, click here.

To read more about Jonathan Knowles work, see Jonathan Knowles’ (UK) Otherworldly Images and Athena Azevedo’s (US) Regal Shots Win Platinum!