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The Glenmorangie Signet features tactile packaging and a striking graduated bottle |
SINGAPORE. Glenmorangie has launched the company’s latest creation, Glenmorangie Signet, on an initially exclusive basis at Singapore Changi Airport.
Changi is the first airport in Asia to launch Glenmorangie’s latest innovation, a super-premium whisky claimed to be “unlike anything introduced before” in the category.
Following its Asian debut in Singapore Glenmorangie Signet will be rolled out across key regional travel retail locations such as Narita, Incheon, Hong Kong and Taiwan international airports as well as Sydney Airport and all Australian airports on 1 January next year.
Glenmorangie Signet was unveiled at a VIP launch at Mandarin Oriental Hotel in Singapore last week, where guests (including The Moodie Report) were treated to a luxurious premiere of the single malt whisky.
An iconic creation
Glenmorangie Signet was crafted at the Glenmorangie Distillery by Head of Distilling and Whisky Creation Dr Bill Lumsden and Whisky Creator and Master Blender Rachel Barrie, both globally recognised experts in the whisky industry.
Dr Lumsden said: “Glenmorangie has always been known for continually pushing the boundaries of the taste experience through innovation, and Glenmorangie Signet is no exception. The unique way of making Signet has insured a super-premium single malt whisky that is diverse and truly outstanding. It is a compelling drink for people who seek character and depth; Signet will appeal to anyone who appreciates a full bodied and rich super-premium spirit. We have simply gone back to the first principles of whisky creation and every element, every ingredient, is considered, selected and bespoke.”
Glenmorangie became a part of Moët Hennessy, the spirits and wine division of leading luxury group LVMH Moët Hennessy-Louis Vuitton, in 2005 and has acquired a new and contemporary brand image as part of its international expansion plans.
The brand development included the introduction of a new brand emblem, the Glenmorangie “˜Signet’, which was inspired by the Cadboll Stone, an ancient Pictish Standing Stone originally located on the estate of Glenmorangie House in Ross-shire, Scotland.
The Glenmorangie Signet is said to be the iconic representation and a “true masterpiece” of the brand, adopting the “˜Signet’ in name and logo.
Speaking on how Signet fits into the overall Glenmorangie portfolio, Moët Hennessy Asia Pacific Regional Merchandising & Marketing Manager (Travel Retail Asia Pacific) Alvyn Yeoh said: “The Signet is something that is never done before, with a revolutionary technique of whisky making. It has taken the Glenmorangie logo to make it its sign, its brand. It will be the premium representation of Glenmorangie.”
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Guests enjoying the Glenmorangie Original in the holding room before the unveiling of the Glenmorangie Signet (left); Upon entering ‘the world of Glenmorangie Signet’, guests were each told to identify a tasting glass | |
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Clockwise from top left: Dr Bill Lumsden bringing guests through a sensory exploration of the rich and mysterious whisky; Guests were captivated by the tasting experience that involved all five senses; Breath-taking models displaying the Glenmorangie Signet ‘in all its glory’; Guests savouring the premium single malt whisky | |
The Glenmorangie Secret
The Glenmorangie Signet is portrayed as dark, mysterious and secretive – which was reflected in the launch event where guests were kept in anticipation before taken on a sensory journey of exploration, which included a “˜Sonic Tasting Experience’ hosted by Dr Lumsden.
In a tasting session designed to bring Glenmorangie’s complexity of taste, texture and aroma to life, Dr Lumsden brought the guests through a series of steps to fully appreciate the spirit – from nosing to tasting – and revealed: “The idea behind the tasting was to try and ignite your senses in a different way. But I don’t know how many of you closed your eyes to see where you were transported. Personally, I was transported to a quite fantastic place.”
Giving credit to his colleagues in the marketing department, Dr Lumsden continued: “For this occasion, I have to say the marketing department has done a quite fantastic job in developing the beautiful packaging which I think very wonderfully brings out the dark side of Glenmorangie, which you find in Glenmorangie Signet.”
Yeoh added: “If you look at the Glenmorangie core range itself, it is always something very sexy, very alluring, always slowly revealing. But Signet itself is like the dark side of Glenmorangie. That’s what we call it. It’s very dark and very mysterious, very unlike the rest of the range.”
Signet is described as “a velvet explosion of intensely deep, dark chocolate notes, rich mocha coffee and sizzling spices” and is created from a secret combination of the oldest and rarest Glenmorangie whiskies.
Ingredients such as high roasted “˜chocolate’ malted barley were used in the production, with maturation taking place in exclusive casks designed to meet the exact needs of Glenmorangie.
Signet is non chill-filtered, to retain its rich colour and texture, and is 46% abv.
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Clockwise from top left: Flanked by four beautiful ladies each holding a Glenmorangie Signet bottle, Dr Lumsden invited guests to proceed to the next part of the evening’s journey; The four ladies welcome guests to the Glenmorangie bar where a sumptuous cocktail dinner awaits; Guests mingling and interacting around the bar while enjoying the spread | |
An extension of appeal
According to the company, Glenmorangie Signet is set to appeal not just to the traditional whisky aficionado but is expected to also engage a new broader audience.
Commenting on how Signet presents an opportunity to attract a wider audience to the Glenmorangie brand, Yeoh said: “For Glenmorangie, before the revamp came about, it is always and still is Scotland’s number one whisky. It is a very serious single malt connoisseur drink, but we have revamped and rebranded it. We wanted it to have a broader appeal, not only targeting the single malt drinkers but all luxury spirits drinkers.”
Glenmorangie Signet is available in the 700ml size at DFS stores at Singapore Changi Airport and is priced in duty free at S$336 (US$225.60).
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The display set-ups for Glenmorangie Signet at DFS stores in Singapore Changi Airport | |
About Glenmorangie
Glenmorangie is known for its multi-layered aromas and flavours. The spirit originated in the Scottish Highlands where, at the Glenmorangie Distillery, it is distilled in the tallest malt whisky stills in Scotland, matured in oak casks, and perfected by the 16 Men of Tain. The distillery was founded in 1843 and is renowned as a pioneer in its field, uniting tradition with innovation.
About The Glenmorangie Company
The company is part of Moët Hennessy, the wines and spirits division of LVMH Moët Hennessy Louis Vuitton. Headquartered near Edinburgh, Scotland, the company produces two main single malt brands – Glenmorangie Single Highland malt whisky and Ardbeg Single Islay malt – in addition to a range of other whiskies.
About Moët Hennessy Diageo Singapore
Moët Hennessy Diageo Singapore (previously known as Riche Monde Pte Ltd) was inaugurated on 1 January 2007. Riche Monde was set up in 1980 as a joint venture between Moët Hennessy and Diageo Plc. Moët Hennessy Diageo Singapore is a leading marketer and distributor of premium branded spirits, Champagnes and fine wines in Singapore.
Its portfolio includes Hennessy Cognac; Moët & Chandon, Ruinart, Veuve Clicquot, Dom Pérignon and Krug Champagnes; Johnnie Walker Scotch whiskies; Glenmorangie single malt; Belvedere vodka; Grand Marnier; Gordon’s gin; Smirnoff vodka and Bailey’s Irish Cream.
Moët Hennessy Diageo Singapore also carries a wide range of quality wines from New World countries, including Terrazas des los Andes and Cheval des Andes from Argentina, Casa Lapostolle from Chile, Green Point and Cape Mentelle from Australia, Cloudy Bay from New Zealand and Newton from the US.
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