Glenfiddich, the world’s most awarded single malt Scotch whisky, has turned its bold brand ethos into a life-changing reality by bringing sustainable water security to the rural village of Matatiele in the Eastern Cape, South Africa.
Glenfiddich is celebrated for its purity and craftsmanship. The brand’s Challenger Club film series aims to pursue excellence and authenticity, showcasing the importance of water in whisky-making and sustaining life. In Matatiele, Glenfiddich’s commitment has gone beyond storytelling, as the brand has implemented the first of four sustainable clean spring water systems in the village. The film captures real stories of Matatiele’s residents, their struggles, and the profound changes brought by having access to clean water.
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. Thanks to Glenfiddich’s initiative, the village now benefits from a sustainable water source, changing daily life for hundreds of residents. “The campaign that inspired action is the outcome of Glenfiddich’s innovative Challengers Club initiative, which celebrates those who redefine success by breaking barriers and what it means to leave a legacy by challenging conventions and pushing boundaries,” says Lifa Bakana, Senior Brand Manager at Edward Snell & Co. “In the first two films we collaborated with Maps Maponyane, a notable South African entrepreneur and television personality, on two poignant journeys on his search for the untouched purity of water – a metaphor for Glenfiddich’s craftsmanship and commitment to quality.” “Finding water untouched by man meant literally going to the edge of the world – an incredibly difficult trek,” says Maponyane.“The irony of it all is that if we keep polluting our water, finding the best quality water will in time no longer be an adventure to write about as polluted water will become a way of life, something I truly believe no South African should have to experience.”“This new film is the culmination of this series, highlighting South Africa’s stark water inequalities,” Bakana says. “The success of this campaign has had a real-world impact and inspired Glenfiddich to create tangible change.” He adds that through a collaboration with local engineers, water experts and the WWF the building of the first spring has come to life. “The initiative was funded by an auction of rare bottles of Glenfiddich,” he says.
“For Glenfiddich, the initiative also reinforces its positioning as more than just a premium whisky brand – it’s a symbol of aspiration, responsibility, and transformative action.”
“We are hopeful that this new film will continue to raise awareness about water security,” he says. “As South Africa continues to grapple with water shortages – exacerbated by climate change and urbanisation – projects like this highlight the importance of addressing inequality.” Bakana notes that by stepping into this space, Glenfiddich is challenging other brands to think beyond their products and contribute to a better future. “Glenfiddich invites viewers to celebrate the magic of water while recognising its value in daily life,” he concludes. “Every sip of Glenfiddich’s whisky now carries a story of purity, excellence, and transformation, connecting the untouched waters of Iceland to the revitalised community of Matatiele.” Watch it here: https://www.youtube.com/watch?v=2QtOofxMOFw. 
