Naked Malt Inspires Connection and Spontaneity in Bold Campaign

Naked Malt, the award-winning super-premium blended malt today unveils the launch of its latest above-the-line (ATL) campaign, redefining its visual identity to honour Naked Malt’s contemporary consumer base. Rooted in the brand’s ethos of connection and spontaneity, the campaign brings to life the attitude of 'Your Whisky, Your Way' – a celebration of authenticity, confidence and living in the moment.

By dialling up playful, off-beat moments and pairing them with energetic, striking visuals, the campaign resonates with a new generation of whisky lovers who seek connection and self-expression. Launching across key markets in Europe and APAC from April, this fresh creative approach reflects Naked Malt’s commitment to premium quality while making whisky more accessible and in tune with today’s culture.

Amy MacWilliam, global head of marketing, 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”

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 into 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 brand aims to inspire a new generation of whisky drinkers – those who value experiences over things, and cherish moments of spontaneity – to enjoy whisky their way. By offering a great quality, yet accessible whisky that’s versatile for any preferred whisky serve.

The campaign was developed in collaboration with Thirst, a specialist creative agency known for its bold approach to building brands in the beverage industry.

Polly Lindsay, creative director at Thirst, highlighted, “‘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 pretension. In the BTL 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”