Brand Tone

Playful, witty, vibrant, approachable, sophisticated, elegant, warm, welcoming, luxurious, and intimate.

Brand Values

• •Craftsmanship and Quality
• •Innovation and Creativity
• •Heritage and Tradition
• •Inclusivity and Accessibility
• •Joy and Wonder
• •Hospitality

Best Practices

• •Embrace "Playful Elegance": Combine sophisticated language with a lighthearted, witty, and approachable feel. Avoid overly technical jargon unless explaining a specific craft element.
• •Focus on Sensory Experience and Emotion: Describe the taste, aroma, and the feeling of enjoying Glenmorangie whisky or staying at The Glenmorangie House. Use vivid, evocative language.
• •Weave in Heritage Authentically: Reference the brand's long history and Scottish roots, but in a way that feels relevant and engaging, not dusty or old-fashioned.
• •Be Inclusive and Inviting: Use language that welcomes everyone to experience the brand, moving away from exclusive or niche positioning.
• •Maintain Visual and Verbal Consistency: Ensure that the tone of the copy aligns with the brand's visual identity (e.g., the vibrant colors of recent campaigns and the luxurious yet welcoming feel of The Glenmorangie House).

Social Perception

Generally perceived as a high-quality, innovative, and increasingly modern single malt Scotch. The Glenmorangie House: Overwhelmingly positive perception. Guests describe it as a unique, magical, and luxurious retreat with exceptional service, stunning decor, delicious food, and a warm, welcoming atmosphere.

Copy Examples

• •For Glenmorangie Whisky (Social Media): "Forget stuffy rules. Our whisky is for moments of pure, unadulterated joy. What wonderful way will you enjoy yours today? #Glenmorangie #ItsKindOfDeliciousAndWonderful"
• •For a new Glenmorangie Expression (Product Description): "Crafted with a spirit of playful curiosity and a nod to our 180 years of whisky wisdom. Discover notes of [flavor 1], a hint of [flavor 2], and a finish that’s simply… wonderful. #Glenmorangie #WhiskyInnovation"
• •For The Glenmorangie House (Website Banner): "Your Highland home awaits. Where roaring fires, rare drams, and the spirit of Glenmorangie create unforgettable moments. Welcome to the Glen of Tranquillity. #GlenmorangieHouse #ScottishLuxury"
• •For The Glenmorangie House (Instagram Post about dining): "Savour the taste of the Highlands. Our chefs craft daily menus with the freshest local larder, creating a dining experience as wonderful as our whiskies. Gather around our table. #GlenmorangieHouseDining #HighlandHospitality"
• •Glenmorangie Brand Ad (General): "From our giraffe-high stills to your glass, it’s a journey of wonder. Glenmorangie: Seriously good whisky, without the seriousness. #GlenmorangieWhisky #SimplyDelicious"