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Glenmorangie: drinkers more ‘occasion-specific’ than brand loyal
“I don’t think anyone is quite as loyal as they used to be,” the CEO of The Glenmorangie Company told SB. How, then, can brands build a loyal fan base?
Speaking to The Spirits Business in February this year, Caspar MacRae, CEO of The Glenmorangie Company, noted one of the big challenges for spirits producers today is retaining brand loyalty.
His portfolio includes Glenmorangie and Ardbeg Scotch whiskies, both known for having loyal, global audiences.
However, even global behemoths like Glenmorangie and Ardbeg cannot rest on their laurels.
“I don’t think anyone is quite as loyal as they used to be,” said MacRae. “Twenty years ago, consumers used to be very much a single malt person, or a brandy person. Now their repertoires are much more diverse, and they are much more occasion-specific. People’s choice of spirit tends to reflect the occasion nowadays, whereas beforehand, they were probably more category loyal.”
MacRae alludes to the distinctiveness of each Scotch brand in The Glenmorangie Company’s stable as a key reason why they have built loyal fans.
“Ardbeg is a niche within a niche,” he explained. “What I mean by that is that Ardbeg isn’t just a great archetype of Islay smoky single malt whiskies, it’s the smokiest of all Islay whiskies. It really holds a good anchor point in consumers’ repertoires.
“Glenmorangie is the leading Highland single malt whisky. If you take out the Highlands separate to Speyside, Glenmorangie is an archetype in its own right. It’s a very distinctive example of what Highland single malt whisky is.
“Having a clearly defined whisky proposition, and brand proposition for what you stand for, what your liquid stands for, is really helpful in anchoring your brand in bigger consumer repertoires.”
For the full interview with MacRae, see the March 2025 edition of The Spirits Business magazine, out now.
In February, Glenmorangie unveiled its latest global campaign, starring Hollywood actor Harrison Ford. The campaign was the first instalment of a three-year partnership with Ford.
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