Macduff International – Web Design & Digital Marketing – Strive Digital

Macduff International

Sector: Food & Drinks
  • Product Photogtaphy

  • Branding

  • Art Direction

  • Graphic Design


We recently worked with the Scottish whisky company, MacDuff International, to help them continue their impressive growth. They primarily export their whisky’s however we ideated and created ad campaigns to help push their flagship product Islay Mist in the home market.

MacDuff have several products that it distributes under separate and varied brands. From Islay Mist to Lauders and Grand Macnish, each whisky has its own personality and place in the market.

We created a series of ads for Islay Mist aimed at tourists visiting Scotland for a campaign delivered across the countries major travel hubs, airports and major train stations, as well as an extensive billboard campaign.

Islay Mist Blended Scotch was originally created on the Scottish island of Islay in the 1920’s to celebrate the 21st birthday of Lord Margadale. It was thought that the local single malt Scotch, Laphroaig, might be too heavy for all the guests’ taste so this unique blend of Laphroaig with Speyside malts and grain whisky was born. The whisky went down so well that they decided to launch it commercially, under the brand name Islay Mist.

We needed to get this rich history across in the Islay Mist advertising concept. Like the historical Isle that gave birth to this award-winning blend, we presented the product as being shrouded in the mists of time but with a tangible origin. Islay Mist whisky is a mystery waiting for you to discover it.

We handled all of the product photography inhouse, shooting and retouching the full range of Islay Mist so that all imagery was true to life.

The Lauder’s range, on the other hand, had a very different image. Born in Glasgow in 1834 to suit the “sweet tooth” of the local public house palette, this whisky has a more practical, urban, and down-to-earth persona. This is a whisky to chase down your pint - to open up the mind for productive and honest conversations with friends, old and new.

When coming up with a poster campaign for this whisky, we wanted to get across its more practical but just as rich history. With the caption “Making friends since 1834” presented in front of the Glasgow institution that it was born in, the Lauder’s bar, the amiable and sweet personality of this whisky is immediately clear.

We also carried out the product photography for the Lauders and Grand Macnish ranges. Shooting whisky presents its own unique challenges. Capturing the depth and consistency in colour of a see-through liquid in a transparent bottle requires the right knowledge, equipment, and studio.

One of the biggest features of successful, attractive, and accurate whisky photography is finding the correct lighting that shows the unique appearance of the whisky. Again, you want to show the whisky’s personality, even if it is a 2D image.

We were able to capture a series of images that present the whisky accurately and attractively, which can be used for any number of marketing mediums from the web to billboard posters.

Our product photography for MacDuff International’s portfolio of brands are used globally in marketing campaigns and sales literature.

Interested in any of the services that we have used to help MacDuff International? Get in touch today and let’s arrange a chat.

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