Of Scotland’s many distilleries, few are extra historic than Glenmorangie. In reality, legends say the unique location has been making scotch since 1703, the primary report of alcohol manufacturing. Nonetheless, like most land right now, the placement was used extensively for farming and agricultural functions. That’s till 1843, when former distillery supervisor William Matheson acquired the Morangie farm and transformed it into the distillery we all know at this time as Glenmorangie. Since that yr, the Glenmorangie distillery has been producing high quality wines Scotch utilizing substances solely from the land it sits on.
The years that adopted introduced huge adjustments for Glenmorangie and because the model modified possession it additionally started to embrace a more moderen and youthful viewers. However one factor has remained the identical since these early days of the 18th century: the strategies and flavors first developed by Matheson. With over 150 years in manufacturing, Glenmorangie has managed to satisfy drinkers precisely the place they’re on their Scotch journey, whether or not new, exploratory or conventional. Now that we have scratched the floor of this legacy model, learn on for 9 extra issues to learn about Glenmorangie.
The Glenmorangie brand has an historic historical past.
Within the eighth century, a civilization known as the Picts dominated the lands of northeast Scotland, together with a peninsula that will change into the house of Glenmorangie. Named for his or her panorama work and physique artwork, the Picts carved their historical past into an intricate pill often called the Hilton Stone of Cadboll. In time, the Glenmorangie distillery was constructed, however the historical past of the Picts wouldn’t be misplaced. To honor the civilization that first inhabited the land and cultivated the barley fields that its distillery now occupies, Glenmorangie designed a brand impressed by swirls carved into historic stone. Right this moment the stone resides within the Nationwide Museum of Scotland, however the historical past of the Picts lives on by the Glenmorangie brand.
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Glenmorangie’s crew are legendary past whiskey.
Named after the distillery’s house city of Tain, the individuals of Tain are central to the manufacturing of Glenmorangie. The small group is made up of 16 craftsmen, every with the actual information and abilities to supply the beloved Scotch because it has been since 1843. Though faces flip over time, Tain’s males stay guardians of the Glenmorangie malt. However their fame additionally extends to the music trade. Impressed by their dedication, English guitarist Allan Holdsworth launched an album titled “The Sixteen Men of Tainto honor the expert artisans on the helm of Glenmorangie.
The Glenmorangie distillery is considered one of a form.
Of the various distilleries in Scotland, Glenmorangie outshines the competitors, that’s, by way of peak. With the tallest stills within the nation, Glenmorangie’s distillation gear is the peak of a full-grown giraffe and the important thing to Scotch’s signature taste. Based on a Asia Lifestyle Interview With duty for maturing the model’s whiskey shares, the massive copper pot stills take away sulfur parts to permit the extra delicate fruit flavors to shine by within the remaining spirit.
Glenmorangie needed to struggle for its identify
The identify Glenmorangie comes from the Gaelic phrases gleann mor na sith and interprets to “vale of tranquillity”. Fittingly, the phrase was additionally used as a model promotion slogan for a number of years. However in 2003 the corporate was hit with a proper criticism from an nameless particular person in Midlothian claiming it was language twisting. The unidentified topic claimed that the true which means of Glenmorangie loosely interprets to “a terrific valley with a meadow of water”. To not be disturbed, Glenmorangie refuted the declare and stated that Glenmorangie’s translation relied on the perceived root of the phrase. Finally, the model earned the suitable to say a “vale of tranquility”, though it has since moved on to new advertising and marketing approaches.
Get to know Glenmorangie’s iconic spirit animal.
Philanthropy for a weak species may not be the very first thing that involves thoughts whenever you consider Scotch whisky, however for Glenmorangie the giraffe holds a particular which means. The long-necked mammal has been described because the spirit animal of the distillery due to its extraordinary dimension, corresponding to that of the copper stills of Glenmorangie. To make sure its beloved giraffes are protected, Glenmorangie launched a conservation partnership with the Giraffe Conservation Basis and the Royal Zoological Society of Scotland in 2020. Shortly thereafter, Glenmorangie launched the Giraffe Gift Boxa metallic container adorned with a giraffe print that durably homes one of many model’s three expressions.
Glenmorangie just lately joined the LVMH household.
When the unique house owners of Glenmorangie introduced they’d be promoting their main shares within the enterprise, a battle for possession started. With alcohol conglomerates Pernod Ricard and LVMH within the lead, there was a whole lot of curiosity over who would take management of the well-known Scottish model. However in 2004, LVMH beat the competitors and with a bid of 300 million kilos ($362 million) grew to become the brand new proprietor of Glenmorangie.
Glenmorangie opens a brand new chapter.
In 2021, LVMH unveiled The Lighthouse, a brand new distillery constructed only for Glenmorangie. The exquisitely designed glass constructing, situated on the identical grounds as the unique distillery, is significantly smaller and incorporates simply two of the model’s large stills. On account of its dimension and the sensory tasting lab immediately above it, it’s clear that the brand new constructing is primarily for experimentation and innovation slightly than basic manufacturing.
End the previous and make method for the brand new.
Following its acquisition by LVMH, Glenmorangie was topic to a complete makeover to align with the luxurious firm’s different manufacturers. In 2007, Glenmorangie launched its new look, that includes a curvy bottle, a brand new typeface brand and forward-thinking advertising and marketing campaigns to enchantment to a extra premium viewers.
There’s a Glenmorangie for each era.
With origins relationship again to the 18th century, there isn’t a denying the longevity of Glenmorangie. However as instances and tastes modified, the corporate continued to develop its attain. Somewhat than simply advertising and marketing to Scotch’s conventional audience – older males – the model launched in 2021 X of Glenmorangie, a bottling aimed toward golf equipment and Gen Z drinkers, and specifically designed to be blended in cocktails. Though Glenmorangie’s full portfolio is filled with conventional scotches, the legacy model continues to remain on high of developments.