Benromach’s stillmen at centre of distillery’s new creative concept
Friday, 29 June 2012 14:57
Two Scottish distillery workers have been penned by Scottish illustrator, Jill Calder, to feature at the heart of a new design concept set to showcase the secret of Benromach, Speyside’s smallest distillery, to the UK and internationally.
Benromach is handmade by just two stillmen – Keith Cruickshank and Mike Ross – who make in one year what other distillers make in a week, making it one of Scotland’s best kept whisky secrets. Keith and Mike have now been immortalised in Fife-based artist Jill Calder’s illustrations, reflecting the personal qualities the two men bring to Benromach and its expressions. The design concept will be used in the distillery’s advertising, marketing and promotional campaigns.
David Urquhart, Joint Managing Director of Gordon & MacPhail, the family-run Elgin company which owns Benromach commented: “Benromach is a handmade, boutique whisky which is lovingly crafted by Keith and Mike. They are the essence of Benromach and so we thought it appropriate that they were placed front and centre of our new concept.
“Jill’s illustrations are a perfect fit for Benromach – home and handmade and with loving attention to detail.
Douglas Alexander of Stuff Creative was briefed to give the Benromach brand a new creative personality. Doug, who founded Stuff Creative in November 2011, commented: “We wanted to find a creative personality for the brand that would let it talk and express itself. Anyone who visits Benromach can meet Keith and Mike, but now those who can’t make the trip to Forres personally can ‘meet’ both of them in Benromach displays across the country.
“I’ve worked with the Urquhart family, which owns Benromach, for 25 years, in each agency I’ve been a part of. They have a lot of vision and guts, and it really has been exciting working with the family and Jill Calder to bring the brand to life and celebrate the two men who make it all happen at the distillery.”
Jill Calder commented: “Illustrating Benromach distillery and its two stillmen, Keith and Mike, was a lovely process. I’ve never been a whisky drinker but they’ve done their best to try and convert me!”