Who: Corby Spirit and Wine (its single malt scotch brand The Glenlivet) and Mint Agency. With Mad Ruk Entertainment for production (directed by Zac Facts).

What: “Breaking stereotypes,” a new social campaign aimed at debunking some persistent stereotypes around scotch.

When & Where: The video series is promoted on Facebook and Instagram through Jan. 31.

Why: Because scotch has something of an image problem, particularly among younger drinkers. According to a report from The Spirits Business, it has been “restricted by outdated perceptions of its own design, confined by archaic rules and imagery that simply do not appeal to a new generation of drinkers.” Reinvention, it said, “has become a necessity” if the spirit is to remain relevant.

Maritza Noriega, senior brand manager for The Glenlivet, said that the goal of the campaign is to connect with younger drinkers by addressing some of the “many stereotypes” associated with the scotch category, positioning it as welcoming and inclusive. “Gone are the days of single malt being a ‘man’s drink.’ We want to show people the new whisky world—one that’s welcoming, inclusive and progressive,” she said.

How: The campaign is anchored by a two-minute video showing a young, diverse group of Canadians reacting to a series of cue cards containing some familiar stereotypes about scotch—such as it’s for people with salt and pepper hair, or “if you drink single malt whisky, you’re definitely a Donald Draper type” and, our favourite, “single malt whisky drinkers get turned on when they think about the stock market.”

And we quote: “It is time to break the rules. In a short glass or tall, with ice or neat, in a cocktail or on its own. The best way to enjoy a single malt scotch is the way you enjoy it most.”  — Aoife Lyons, assistant brand manager, The Glenlivet