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Glenfiddich, the world’s most awarded single malt Scotch whisky, is proud to announce its renewed commitment to social impact through its latest Challenger Club film in the search for untouched water.
This fresh approach embodies the brand’s dedication to sustainability, responsibility, and innovation, building on its long-standing efforts to make a positive difference in the world. At the heart of the culmination of this film series lies Glenfiddich’s water initiative, which has made a tangible difference in rural Matatiele, Eastern Cape.
The brand’s Challengers Club campaign, launched in 2020 and has concluded with real-world impact by bringing clean drinking water to the community, empowering residents to thrive. Glenfiddich partnered with the World Wildlife Fund for Nature (WWF) to bring the springs to life.
The campaign culminated in the implementation of one of four sustainable spring water systems that the brand has committed to building in Matatiele, providing a reliable source of clean drinking water to thousands of residents.
“Glenfiddich’s legacy has always been about breaking new ground and inspiring progress,” says Lifa Bakana, Senior Brand Manager at William Grant & Sons. “Through this project, we’ve extended our commitment to excellence beyond whisky to impact lives directly. It is an honour to bring the gift of water, a fundamental need to Matatiele. This initiative is proof that luxury brands can drive meaningful change.”
In Matatiele, he adds that the company’s commitment has gone beyond storytelling, with the implementation of a sustainable clean spring water system in the village. “The latest film showcases the real stories of Matatiele’s residents, their struggles and the profound change brought by having access to clean water,” he says.
Water scarcity remains one of South Africa’s most pressing issues. According to the World Wildlife Fund for Nature (WWF), over 3-million South Africans lack access to safe water and rural communities are the hardest hit. Matatiele, nestled in one of the country’s most underserved regions, has long grappled with this challenge.
“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.”
“Glenfiddich’s Challenger Club film series is about more than just the whisky – it’s about the stories, people, and initiatives that make a positive difference in the world,” Bakana explains. “We’re excited to share this fresh approach with our customers and partners, to continue to make a beneficial influence through our brand.”
“We are living our brand promise to continue to challenge ourselves to do better and make a meaningful difference,” he says. “The focus on social impact is woven into the fabric of The Challengers Club campaign, and we’re proud to showcase the results.”
To learn more about Glenfiddich’s journey, watch the latest film here: https://www.youtube.com/watch?v=2QtOofxMOFw