Glenfiddich’s Pursuit Of Water: From Iceland To Rural Matatiele

Celebrating the Culmination of The Challengers Club Film Series.

Glenfiddich’s latest local film, part of the Challengers Club campaign, highlights the significance of water by telling the poignant story of water scarcity in the rural community of Matatiele in the Eastern Cape. The film showcases Glenfiddich’s impactful work in funding and implementing a sustainable spring water system.

In a bid to raise awareness about the importance of water, Glenfiddich has launched an ambitious project, consisting of three documentary films and a fundraising drive that includes the auction of rare whiskies.

The brand’s latest film beautifully captures this narrative by transitioning from the untouched waters of Iceland to the transformative power of clean water in rural Matatiele, South Africa.

As the world’s most awarded single malt Scotch whisky, Glenfiddich is celebrated for its purity and craftsmanship. This ethos inspired the launch of its Challenger Club film series, a metaphor for the pursuit of excellence and authenticity. 

The first film, featuring South African entrepreneur and media personality Maps Maponyane, took viewers on a breathtaking expedition to Iceland—a land of pristine ice and water. The film beautifully captured Maps as he reflected on the essential role water plays, not only in whisky-making but also in sustaining life itself.

The second film, ‘The Man Who Loves Water,’ saw Maps travel to Scotland to meet Malt Master, Brian Kinsman learn about the magic of water as it related to the Glenfiddich whisky making process. His visit to The Robbie Dhu Spring where the Glenfiddich distillery was built in 1886 and remains the source of water took a dive into how Glenfiddich gets its award-winning taste.

“Finding water untouched by man meant literally going to the edge of the world – an incredibly difficult trek. The irony of it all is that if we keep polluting our water, finding the best quality will someday no longer be an adventure to write home about because polluted water will be a way of life, something I truly believe no South African or anybody, in fact, should have to experience,” says Maponyane.

The campaign’s third installment brings this concept full circle, returning to South Africa to focus on the village of Matatiele in the Eastern Cape, where Glenfiddich’s commitment has gone beyond storytelling to real-world impact.

“We’ve taken the next step from inspiration to action in Matatiele,” says Lifa Bakana, Senior Brand Manager at Edward Snell & Co. “We hosted several auctions, including rare bottles of Glenfiddich with casings made partially from the recycled plastic cleared from the ocean floor by Zandile Ndhlovu, combined with a small bottle of Maponyane’s glacier water collected in Iceland as part of the launch of the first film, these auctions made it possible to implement the first of four springs in Matatiele.”

Bakana adds that in this new film, Glenfiddich shifts its lens from dramatic landscapes to the heart of a transformed community.

“Matatiele was once a village where residents despite an abundance of water in the area had no access to clean water, as most of it was contaminated,” he says. “This initiative has ensured the first of four sustainable spring water systems is complete with the remaining filtration systems to be completed in the coming months.” 

The film captures the real stories of Matatiele’s residents, their struggles, and the profound changes brought by having access to clean, drinkable water.

Bakana says that the project underscores the stark realities of South Africa’s water crisis. “Over 3 million South Africans lack reliable access to clean water, with rural areas like Matatiele bearing the brunt of this inequality,” he explains. “This initiative bridges this gap, blending corporate responsibility with authentic human connection.”

“The latest film not only celebrates the completion of The Challengers Club but also reinforces Glenfiddich’s brand ethos: to challenge conventions, push boundaries, and create meaningful impact,” he says. “The juxtaposition of Iceland's untouched water, the soft waters of the Scottish Highlands and Matatiele’s newfound access to it symbolises the journey from aspiration to action, making it a fitting conclusion to this remarkable campaign.”

"At Glenfiddich, we’ve always believed in doing things differently. This project is about more than whisky—it’s about redefining what it means to leave a legacy. From Icelandic purity to Matatiele’s resilience, this journey reminds us that no matter our differences we all have one thing in common - the importance of water in every form," adds Bakana. “It captures the spirit of transformation and is a celebration of what’s possible when brands align their values with the needs of their audience.”

He says that Glenfiddich’s film series and this water project is more than marketing as it reflects a deeper commitment to sustainability, responsibility, and innovation. For luxury spirit enthusiasts, Glenfiddich isn’t just a whisky; it’s a brand that represents aspiration and action.

Bakana notes that Glenfiddich is inviting viewers to celebrate the magic of water while recognising its value in daily life. “For those who enjoy Glenfiddich, each sip now carries a story of purity, excellence, and transformation—connecting the untouched waters of Iceland to the revitalised community of Matatiele.”

“Join us in being part of the story and raise 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,” concludes Bakana.

Watch it here: https://www.youtube.com/watch?v=2QtOofxMOFw. 

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