WeeklySA_AdminICONIC: Glenmorangie single malt recently announced an unexpected partnership with American movie legend Harrison Ford. In this question-and-answer interview, Weekly SA Mirror speaks to the whisky brand’s master distiller Bill Lumsden…
By Priscilla Malinga
Why did Glenmorangie, out of other legends, choose Hollywood movie star Harrison Ford for its campaign?
Harrison Ford felt like a perfect fit for this campaign in so many ways. First of all, he’s an iconic cinematic legend that’s admired across generations. Secondly, he’s known for his quick wit and wry humour which we felt was perfect for the tone we wanted to achieve through this campaign. But, most importantly, he is a genuine lover of single malt Scotch whisky, and of Glenmorangie.
How do you foresee this partnership impacting on the Glenmorangie brand?
The purpose of this three-year campaign is to reach even more whisky lovers globally and welcome them into the world of Glenmorangie. While it’s too early to say what the impact might be in terms of sales, the reaction so far to the campaign has been incredible and millions of whisky and Harrison Ford fans have engaged with the content since it was unveiled.
Did Harrison quickly agree to be part of the campaign or did involve a long process of negotiations?
Like any collaboration of this scale, there was a formal contract, but it was a surprisingly swift process from beginning to end – Harrison was already a Scotch whisky lover and had enjoyed Glenmorangie before, which I think helped pique his interest.
Is he a funny or serious person and how does his personality complement the brand?
Harrison was extremely charming and down to earth, and he really enjoyed his time in the Scottish Highlands around Glenmorangie’s home in Tain. He spent a lot of time with our distillery team and getting to know the production process and made the entire filming process very relaxed and fun. At Glenmorangie, we take our craft of whisky making seriously, but we don’t take ourselves too seriously – and so I think Harrison’s humour and his very real appreciation for craftsmanship helped make this partnership very authentic.
What would you say differentiates Glenmorangie from other whiskies?
Glenmorangie is a classic Highland single malt Scotch whisky with an elegant yet complex character. We distil our whisky in the tallest stills in Scotland, which means that only the most delicate and pure vapours captured during this process are being turned into whisky.
It’s the height of the stills, coupled with our mineral-rich water used during the mashing process that helps create the floral, fruity character for which Glenmorangie is loved around the world. But we’re also always pushing the boundaries of flavour – whether that’s experimenting with primary production techniques such as fermentation, or through maturation – by sourcing new types of casks.
I’m driven by a curiosity to discover and create new flavours in our whiskies, and in 2021 we unveiled a new innovation distillery, The Lighthouse, which has really given us free reign to experiment. We haven’t released anything from the Lighthouse just yet but watch this space…
Would you consider whisky an old man’s drink, or can everyone indulge?
Whisky is for anybody (of legal drinking age) that enjoys it – and that’s what we are passionate about.
What kinds of occasions would you place Glenmorangie?
There are so many ways in which Glenmorangie could be enjoyed. It might be relaxing with friends over a special dram by the fire, toasting to a special occasion, or enjoying a cocktail at a party or event. Glenmorangie is such a great spirit for marking milestones, thanks to its timeless quality and heritage. It really is one of the most versatile whiskies made anywhere in the world.
