Known for the world’s best malt whisky and beautiful nature, the Scottish Speyside is a home to around 50 distilleries, either independent or owned by global companies. The Bacardi group, the biggest industry player in the region, has created an innovative local partnership to make the area even greener and cleaner, while whisky production more sustainable.

When marketers’ imagination is vivid, budgets are solid and passion for discovery is strong, content marketing pieces may turn out extraordinary, which is the case with the latest project by Pernod Ricard-owned whiskey brand Ballantine’s. No cliche’d images of successful guys in suits with pricey watches, no dancing-all-night glamourous ladies and other triviality associated with ‘elite alcohol’—the brand’s team has gone far beyond that with their communication platform «Stay True.»