Glenmorangie’s 23-year-old Single Malt launch redefined whisky with a bold and imaginative partnership featuring Japanese botanical artist Azuma Makoto. Tasked with broadening whisky’s appeal, Glenmorangie sought to attract a more diverse audience and inspire new whisky lovers, especially in the Japanese market. Azuma Makoto, known for his “botanical sculptures” that defy artistic conventions, was the perfect partner for this challenge, echoing Glenmorangie’s values of craft, curiosity, and inclusivity.
For this partnership, Azuma created Shinra Bansho, a stunning 1.5-meter-tall piece crafted with over 200 floral and natural elements to mirror the whisky’s layered notes and origins. This visual representation allowed people to discover the whisky’s character through the lens of Azuma’s botanical artistry. For launch, Azuma reproduced a scaled up version of Shinra Bansho at London’s Saatchi Gallery, transforming the traditional tasting experience into a cultural event that attracted art lovers, media, and new spirits enthusiasts, drawing them in to explore Azuma and Glenmorangie’s world in a sensory setting.
The partnership delivered significant results, expanding Glenmorangie’s global reach and achieving extensive media coverage across lifestyle and cultural publications. Azuma’s engaged global audience further amplified Glenmorangie’s presence, sparking interest among aspirational consumers beyond the traditional whisky sphere. As the collaboration extends in Japan, Glenmorangie continues to break barriers, inspiring new audiences and inviting them to experience whisky as both art and aspiration, connecting through shared values of creativity and exploration.
