FOR IMMEDIATE RELEASE:
South Africa, 11th March 2025 – Glenfiddich, the world’s most awarded single malt Scotch whisky, continues to redefine storytelling and impact with the latest film in its Challengers Club series. The newest instalment, shot in Matatiele, Eastern Cape, marks the culmination—a campaign that has explored the profound relationship between water, whisky craftsmanship, and communities.
Directed by Ramon Mellett and conceptualised by creative agency HaveYouHeard, the film is a powerful tribute to the essential role of water in both nature and culture.
Glenfiddich’s commitment to pushing boundaries is at the heart of this latest production, a visually stunning film that captures a commemorative ceremony where two distinct ‘tribes’—different in origin but unified by respect—celebrate the transformative nature of water. The storytelling is deeply symbolic, weaving together themes of unity, renewal, and reverence.
“It’s always rewarding to create a piece of work with real purpose,” explains Dan Berkowitz, Executive Creative Director at HaveYouHeard. “It was a special privilege to present the final chapter in Glenfiddich’s water story, getting to witness and capture the tangible impact that simply having access to fresh water has had on this community in Matatiele in the most authentic way. Through this project we recognise that beyond its vital life-giving property, water is the very foundation of progress.”
“For many South Africans access to clean water is not a guarantee, therefore the opening of these springs is a momentous occasion and a big deal for Glenfiddich, which we wanted to make sure the people of Matatiele felt it,” he says. “This film is a profound celebration of water, our shared humanity, and the idea that there is a pioneering spirit in all of us waiting to be unlocked – an ideal that drives Glenfiddich’s commitment to being an active part of the solution.”
This latest film follows the journey Glenfiddich began with the first two films in The Challenger Club campaign. The first, starring South African entrepreneur and media personality Maps Maponyane, took viewers to Iceland in search of untouched water sources. The second, ‘The Man Who Loves Water,’ saw Maponyane travel to Scotland to explore the role of water in Glenfiddich’s whisky-making process, including a visit to The Robbie Dhu Spring—the very source of Glenfiddich whisky since 1886.
The campaign’s final chapter, set in Matatiele, brings the story home in a tangible way. Here, Glenfiddich has moved beyond storytelling to real-world impact, funding and implementing the first of four sustainable spring water systems to support the local community.
Lifa Bakana, Senior Brand Manager at Edward Snell & Co., describes the initiative as a natural evolution of Glenfiddich’s commitment to excellence. “We’ve taken the next step from inspiration to action in Matatiele,” he says. “This initiative is not just about whisky; it’s about making a real difference. Through our collaboration, we’ve ensured the first of four sustainable spring water systems is complete, bringing clean, reliable water access to those who need it most.”
“Water is the foundation of how we make award-winning whisky, and as we’ve explored the water crisis in South Africa, we want to shift focus back to the people impacted,” he adds. “Glenfiddich is proud to contribute to the solution by auctioning 50 limited edition bottles, with the proceeds supporting our initiative, and partnering with WWF to bring new life to the Springs.”
In the film: water is shown in abundance as it rains down from the sky and across the river beds then the rhythmic sounds of voices, clapping and percussive foot movements all build toward a powerful crescendo which unfolds with a tap running with clean water.
As the visuals expand to showcase the gathered community, Maps Maponyane’s voiceover delivers the film’s resonant message: “It’s the world’s scarcest resource, but it doesn’t have to be. Introducing the first of four springs we’re building in Matatiele. With every drop, a new opportunity. Glenfiddich. Where next?”
“The Challengers Club campaign since inception has been about inspiring future change makers,” Berkowitz adds. “With this film, Glenfiddich continues its tradition of championing craftsmanship, inspiring progress and celebrating the undeniable power each of us has to make real change.”
Bakana highlights how this aligns with the brand’s ethos: “Challenging conventions and inspiring progress and the pursuit of excellence and authenticity has been exquisitely captured in this latest film; this initiative not only embodies our craftsmanship but also our responsibility to drive real change.”
“The four springs once complete will bring water for life to over two and half thousand people from Cibini, Mahangu, Gobizembe and Magasela with an average cost of R178 per person*,” he adds. “In addition, the project employed 20 local people who were provided with skills training to implement.”
Reflecting on his role in the project, Maps Maponyane shared his admiration for Glenfiddich’s vision: "I've had the privilege of embarking on this incredible journey, from the untouched waters of Iceland and to see the impact that this campaign has had on the revitalized community of Matatiele," says Maponyane. "It's a testament to the power of water and the importance of access to clean, drinkable water. It is something that transcends luxury and becomes a force for transformation. I'm proud to be a part of this initiative and to have witnessed the transformation firsthand."
Glenfiddich’s film series has demonstrated that luxury and responsibility can coexist. This latest project reinforces the brand’s legacy—not just as a world-class whisky producer, but as a changemaker committed to sustainability and progress.
As Glenfiddich invites whisky enthusiasts and visionaries alike to celebrate the magic of water, it reminds us that with every sip comes a story of purity, excellence, and transformation.
“Join us in raising a glass to the purity of water, the craftsmanship of whisky, and the undeniable power of change because with Glenfiddich, every drop is a testament to challenging conventions and inspiring progress,” Bakana concludes.
View the film here: https://www.youtube.com/watch?v=2QtOofxMOFw
-ENDS-
CREDITS:
Agency: HaveYouHeard
Group Executive Creative Director: Dan Berkowitz
Creative Director: Leon van Rooyen
Senior Art Director: Roxanne Simpson
Senior Producer: Mahle Majola
Business Lead: Kim van der Linden
Project Manager: Ncedile Ntshongwana
Production Company: Dare
Director & Editor: Ramon Mellet
Music and Sound Design: Sean Ross
Client:
WGS Portfolio Head – Eugene Lenford
WGS Senior Brand Manager – Lifa Bakana
About Glenfiddich
Glenfiddich, the world’s most awarded single malt Scotch whisky, has been setting the standard for excellence since its founding in 1887 by William Grant in Dufftown, Scotland. As one of the few remaining family-owned distilleries, Glenfiddich continues to push the boundaries of innovation while staying true to its heritage of craftsmanship. Known for its pioneering spirit, Glenfiddich has introduced some of the most iconic and ground-breaking whiskies in the industry, from the world’s first-ever single malt marketed outside Scotland to exclusive and rare aged expressions. Crafted using the finest ingredients and traditional distilling methods, Glenfiddich offers a diverse portfolio of exceptional whiskies, enjoyed by connoisseurs and whisky lovers worldwide
About Edward Snell & Co.
Established in 1848, Edward Snell & Co. is one of South Africa’s leading independent spirits companies, with a rich heritage spanning over 175 years. As an importer, manufacturer, and distributor of premium spirits, Edward Snell & Co. is committed to delivering world-class brands to consumers across the country. The company represents a distinguished portfolio of globally renowned brands, including Glenfiddich, and has built a reputation for excellence in the beverage industry. Through its dedication to quality, innovation, and consumer engagement, Edward Snell & Co. continues to be a driving force in shaping the South African spirits market.
Media Contact:
Kisha Reader-Bain at Tin Can PR
kisha@tincan.co.za / +27-83-383-1440