Where culture meets connection: building lasting cultural leadership with single malt Scotch whisky

14 Jul 2025 Culture Singleton Talisker Johnnie Walker Scotch Whisky

Culture meets connection. Innovation meets tradition. At Diageo, we’re evolving our whisky approach to celebrate heritage whilst redefining modern luxury through a new approach to cultural engagement.

Building cultural leadership

In 2025 engaging with culture isn’t optional, it's key to staying relevant for the long term. For brands, that translates to measurable competitive advantage. As Kantar has noted, “brands with high cultural vibrancy grow nearly six times more than brands with low cultural vibrancy and are 79% more distinctive”. Brands do not exist in isolation. Without culture, we’re brands talking about ourselves, to ourselves. Brand salience calls for a transformation in the way we engage in the cultural landscape. How, then, does cultural relevance apply to a brand category like single malt Scotch whisky? Rich with history and ritual. Steeped in culture and tradition. Craig Knox, Global Culture Manager, Malts, leads cultural strategy for some of the world’s most iconic single malt Scotch brands. He talks about how Diageo is building cultural leadership for some of our leading whiskies.

Disrupting ritual, creating experiences

Traditionally, Scotch has been surrounded by convention. At Diageo, we’re challenging those stereotypes. There is a balance to strike between respecting customs and subverting expectations. Single malt Scotch deserves to be enjoyed however you please, there are no rules on how it should be served, only preferences. That said, people can be very vocal about those preferences.

This cultural disruption is at the heart of our growth strategy. We’re giving a platform to the craft and heritage of our beloved whiskies, whilst establishing our place in modern luxury. Redefining what brand participation in culture looks like – from fashion to ocean conservations.

Our goal with culture isn’t just to be part of the conversation. You can’t slap a whisky label onto an event and call it culture. We need to be present in our consumers lives, creating moments that are fresh and exciting, developing lasting connections with new demographics and occasions.

Our brand’s cultural identities

True impact comes from authenticity. Understanding the identity that our Scotch brands already embody, and how they can shape modern cultural experiences.

This is particularly important for reaching new audiences. As an Archrival study found, 40% of Gen Z consumers define loyalty as loving the brand and its story beyond just buying the product. But getting that loyalty can be elusive. Gen Z consumers expect brands to consistently show up in a way that feels meaningful and authentic

Each of our malts brings its own unique character and story. A distinct cultural fingerprint.

Talisker

Made by the sea. Deeply connected to a love of the outdoors, and rugged luxury.

Talisker brand page

Lagavulin

Complexity with wry humour. It’s the long-read, the deep-dive, going beyond the smoke.

Lagavulin brand page

The Singleton

The luxury of time. Slow craft, richer experiences and being switched on to the moment you’re living in.

The Singleton brand page

It’s tricky to talk about culture in marketing without veering into buzzword territory. We litter our lexicon with talk of ‘authenticity’ ‘talkability’ and ‘saliency’. But at its heart it’s quite simple; culture gives consumers a reason to care. It’s the answer to ‘so what?’. It adds meaning to our brands.

Craig Knox

Global Culture Manager Malts

Building partnerships based on shared vision

Successful cultural partnerships start with genuine connection. One which creates an appreciation for our liquid gold, overwrites preconceptions, and builds trust in our brand purpose.

At the risk of sounding like a contestant on Love Island, you need to have a genuine connection with your partner. In fact, a Vogue study finds that 55% of Gen Z consumers say they connect more with brands when they sponsor or partner with cultural events they already want to attend.

Our approach is immersive: we invite partners into our world, from our brand homes in Scotland to our luxury events venues, so they can experience our craft first-hand, and we can create experiences that resonate deeply and create cultural relevance.

Cultural partnerships

From whisky heritage to cultural leadership

Over the past year, we’ve launched a series of cultural activations in line with this strategy designed to delight existing fans and reach new ones.

The Singleton x Henry Holland

A collaboration rooted in a shared passion for slow craft and elevated experiences, Bespoke hand-blown glassware that redefines how luxury is served. This partnership with British fashion designer Henry Holland celebrates the intersection of traditional whisky-making and contemporary design philosophy, creating limited-edition pieces that transform the drinking ritual into an art form.

The focus

The cultural moment: Bridging traditional craftsmanship with modern design tastes.

Focus audience: Design-conscious consumers seeking authentic luxury experiences at home.

Talisker x Finisterre

From campfire drams to the Wild Swim Challenge, which raised £120,000+ for marine conservation, this ocean-focused partnership celebrates adventure and environmental stewardship. By aligning with Finisterre's sustainable ethos, Talisker positions itself as the whisky of choice for environmentally conscious adventurers. This year supporters included actor James Norton and Olympic swimmer Rebecca Adlington.

300+ earned media mentions

The focus

The cultural moment: Engaging the UK's growing wild swimming community (estimated 2.5 million participants)

Focus audience: Outdoor enthusiasts and environmentally conscious consumers

Lagavulin x Grace Wales Bonner

With London-based fashion house Wales Bonner we elevated Lagavulin from traditional masculine associations to sophisticated, territory. Through an event at the Met Gala, Lagavulin became an essential element of contemporary luxury lifestyle, making it as essential as champagne at fashion's most prestigious event.

The focus

The cultural moment: Scotch meets high fashion. A symbol of luxury.

Focus audience: Fashion-forward luxury consumers

Our brands

How Diageo builds brand salience through culture 

Hear from Craig Knox on why culture, not just craft, is the key to building iconic whisky brands that matter to modern consumers.

Future of cultural brands

Futureproofing through

culture-first thinking

Our malts have stood the test of time. At Diageo, we keep one foot in tradition and the other in tomorrow. Looking ahead, we’ll keep breaking new ground, reaching new palates and reimagining the rituals and moments that define whisky. Ultimately, it’s through culture-first thinking that we’ll futureproof our brands for the years to come.