The Spring

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.

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.