Naked Malt challenges whisky traditions
Blended Scotch brand Naked Malt has launched a new above-the-line (ATL) campaign that aims to challenge the conventions of whisky drinking.
The visual campaign, ‘Your Whisky, Your Way’, builds momentum around the brand’s ethos of connection and spontaneity, focusing on ‘authenticity, confidence, and living in the moment’.
Featuring off-beat moments and stand-out visuals, the campaign aims to resonate with a new generation of whisky enthusiasts who seek connection and self-expression.
Amy MacWilliam, global head of marketing at Edrington, commented: “We are delighted to unveil this new campaign, which truly embodies the spirit of Naked Malt. The creative captures Naked at the heart of spontaneous moments of connection between friends.”
The campaign encourages consumers to enjoy whisky any way they want, as long as it’s done responsively.
Irina Khorokhorina, global brand manager at Naked Malt, said: “This bold new chapter in Naked Malt’s visual identity reflects the energy of our modern whisky drinkers and the vibrant community we’ve brought to the category.
“We’re excited to bring this to life in a fresh, confident way, showcasing how Naked can be enjoyed its own way – whether that be neat, over ice, or in a Naked Sour that really lets the liquid shine.”
The campaign was developed in collaboration with Thirst, a creative agency known for its bold approach to building brands in the beverage industry.
Polly Lindsay, Creative Director at Thirst, stated: “Your Whisky, Your Way challenges the traditions and conventions of whisky drinking, inviting a new generation to experience whisky their way — with no rules and no pretensions.
“In the below-the-line (BTL) space, we play with expectations by showcasing the versatility of the liquid, and in ATL, we’ve dialled up the energy with spontaneous moments that capture Naked Malt’s bold attitude.”
The new initiative will launch across key markets in Europe and Asia Pacific in April.
Last September, Edrington agreed to sell its blended Scotch whisky brands, The Famous Grouse and Naked Malt, to William Grant & Sons.
The sale was put on hold in January 2025 after the UK’s competition watchdog, the Competition and Markets Authority (CMA), launched an investigation into the acquisition. CMA gave its approval for the deal last month following a review.
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