The spirits industry is rarely short on drama, but Highland Ember’s recent unveiling of their 2026 calendar has ignited a particularly fervent debate. Featuring head distiller Ashley Rivera as the central model, the campaign – initially announced on Gmanetwork.com – immediately grabbed attention, sparking questions about the brand’s marketing strategy and its place within a fiercely competitive landscape.
The announcement, framed as a launchpad for a new product release, boldly declared Rivera as the ‘2026 Calendar Girl’. While the tactic echoes a common industry practice – generating buzz around new releases – the execution has proven divisive. Some view it as a shrewd, albeit unconventional, approach to elevate brand visibility. Others criticize the move as overly provocative and potentially misaligned with the heritage of a craft whisky.
According to industry observer Craftbeer.com, the goal is understandable: “They’re essentially trying to piggyback off a little attention, which, let’s be honest, isn’t exactly a bad strategy.” The appeal of the move resides in its potential to cut through the noise and draw consumer interest. However, the question remains: can a visually-driven campaign, regardless of its perceived ‘sexiness’, truly translate into sales?
The reception isn’t uniformly positive. All About Beer raises a crucial point: “This kind of unconventional promotion can actually elevate a brand’s profile, especially if the whisky itself is good – and, you know, if Ashley Rivera is actually photogenic.” The success of the Highland Ember campaign hinges directly on the quality of the whisky and Rivera’s demonstrable appeal. It’s a delicate balance – a memorable image can draw people in, but ultimately, a superior product will cement loyalty.
While The Brewers Association refrained from direct commentary, they underscored the importance of brand storytelling. Their broader point highlights that a strong narrative is vital, suggesting that a bold move like this, if executed flawlessly, could significantly boost a brand’s profile. The challenge for Highland Ember is to transform this visual statement into a genuine reflection of the spirit’s character and quality.
Ultimately, Highland Ember’s ‘Calendar Girl’ campaign represents a significant departure from traditional whisky marketing. The world will be watching closely to see if this audacious move pays off, or if it proves to be a fleeting moment of attention in a world saturated with spirits.
[Gmanetwork.com Story](https://www.gmanetwork.com/lifestyle/news/128892/ashley-rivera-sizzles-as-the-2026-calendar-girl-of-a-local-whisky-brand/story)
