The new emphasis is being spearheaded with a print campaign for the supermarket's Island brand of malt whisky.
Banks Hoggins O'Shea/FCB has produced the ad, which will begin appearing in national supplements and magazines from Monday.
Written by Brian Riley and art directed by Matt Lee, the advertisement was photographed by Kulbir Thandi, who filled a tank with whisky and giant ice cubes to create the effect of islands on a sun-drenched Scottish horizon.
The copy reads: "Island Whisky is renowned the world over for its distinctive peaty finish. Yet Waitrose is the only supermarket to sell its own Island Whisky - a particularly fine malt which recently won the Best ten-year-old Island Whisky Award."
Brand Connection is planning and buying media , which will run in Hello, Country Homes & Interiors, She, Country Living, Food & Travel, Homes and Gardens, BBC Good Food, Eve and Waitrose Food Illustrated.