This archive report was first published on 23 December 2019.
December 23, 2019, marked a significant milestone for Glenmorangie as it launched its fourth variant, Signet, in the Kenyan market. The brand's global ambassador, Hamish Torrie, took time to speak to Nyakundi Report about their foray into the Kenyan market.
Hamish Torrie, the Glenmorangie Single Malts Whisky Global Brand Ambassador, landed in Kenya ahead of the launch of the Glenmorangie Signet. This move adds to the three variants of the Scotch whisky already in the Kenyan market: The Original Lasanta, Quinta Ruban, and Nectar D'Or.
As the global ambassador, Torrie oversees the brand's affairs in various world markets and also acts as Director of Corporate Social Responsibility for the company. He explained that the brand's name, Glenmorangie, is derived from one of the common languages in Scotland, where 'Glen' means valley, 'mor' means big, and 'angie' means peaceful.
The Glenmorangie brand has been in existence since 1843, making it a well-established whisky company. Torrie explained that the barley used in the production of Glenmorangie is combined with yeast and water, then distilled into a wonderful spirit, which is then matured in different barrels for many years to obtain the various variants.
One of the unique aspects of Glenmorangie is the Signet variant, which has no age maturation. Torrie explained that the Signet is a special type of production where the malted barley is roasted before production, producing a sort of Aruba coffee taste. The whisky is then wrapped in a wonderful spirit, giving it a distinct flavor.
When asked about the response from the Kenyan market, Torrie stated that it has been very good, with tremendous growth from last year, motivating them to launch the Signet. He also mentioned that Glenmorangie has been in the Kenyan market for many years but in a small way, until recently when they put up a small local team, which has helped them become more aggressive.
Regarding competition with well-established premium whiskey brands in the Kenyan market, Torrie stated that Glenmorangie has a distinct taste and profile, which sets it apart from other brands. He also mentioned that the brand's entry point, The Originals, is affordable, making it accessible to many people.
