Gaelic or Gallic...
The owners of Scotland's top-selling malt whisky have denied claims that this summer's controversial brand relaunch aims to shed traditional Scottish imagery in a bid to woo aspirational overseas consumers.
Press accounts of a major re-branding of Glenmorangie, owned by Paris-based luxury goods group LVMH, have said the new look centres on a "cognac bottle" - while the company itself argues the style is "contemporary". One report suggested Glenmorangie, Gaelic for 'Glen of Tranquillity', was becoming less Gaelic and more Gallic.
And new whisky variants with mixed French, Spanish and Gaelic names - for example Quinta Ruban and Nectar D'Or - have also raised eyebrows in Scotch whisky circles.
LVMH concedes the main aim of Glenmorangie's first-ever major makeover is to boost appeal in lucrative emerging markets including Russia, Brazil, India and China - 80 per cent of sales already take place outside the UK.
But it believes the emphasis on its Gaelic roots reinforces the brand's heritage. Glenmorangie, headquartered at Broxburn in the Lowlands, insists the whisky, which was first produced in 1843, will stay true to its traditions.
The firm, acquired by LVMH from family owner Macdonald Muir in 2004, has also ditched its wood finish style in favour of a new "non chill-filtered" Extra Matured range.
The new packaging, which sees Glenmorangie 10 year old renamed Glenmorangie Original, includes a Pictish motif inspired by an ancient standing stone in the distillery grounds at Tain Ross-shire.
The phrase '16 Men of Tain' - referring to the original distillery team - also appears on the label.
Award-winning Glasgow barman Aaron Stewart told The Publican: "There's nothing wrong with bringing in a new look in order to engage new consumers. But this is a massive change for a real icon of Scotch whisky - some will inevitably consider they've taken it a little too far."But Glenmorangie chief executive Paul Neep said: "We are confident these changes will further enhance the brand's status across the world. This is great news for the Scotch whisky industry."
