Redefining whisky for modern masculinity

Finding a more relevant cultural role for a global whisky brand.

01 / Summary

At a glance

Category: Whisky
Question: How is masculinity changing, and what does that mean for the brand?
Approach: In-context qualitative research across homes, bars and shops
Outcome: A culturally resonant campaign direction

02 / Brief

The challenge

Established codes of masculinity were losing relevance. The brand needed to understand how drinkers now interpret confidence, identity and connection before committing to a new communications platform.

03 / Method

Listening where identity is lived

We met people in the settings where whisky, friendship and self-expression intersected—homes, bars and retail environments. The work explored language, rituals and attitudes rather than asking consumers to evaluate advertising in isolation.

04 / Insight

What African Grey uncovered

The research identified a more open and contemporary expression of masculinity, together with the cultural cues that could make the idea feel credible across different audiences.

05 / Outcome