Insiders at Glenmorangie have denied press reports that it is to abandon its Gaelic positioning, in order to go Gallic, as part of a major relaunch.
It had been reported some of the brand products were to take on French names as part of a move to take Glenmorangie up market and broaden its appeal.
The company itself were refusing to comment on the stories, choosing to keep their powder dry until the relaunch itself – but insiders report that while the brand is repositioning itself very much in the luxury market, it will remain true to its Scottish roots.
Other whisky firms are watching with interest. Said Mari Laidlaw, brand manager at Morrison Bowmore: “I do not think they will detract from the brand heritage. With the amount of backing this development will receive from Glenmorangie’s owners LVMH I suspect this relaunch cannot fail.”
Susan Young, editor of drinks magazine The DRAM said: “Such a relaunch is brave as there is always a risk it might alienate existing consumers. It is important it does not lose its Scottish roots which might cause confusion in emerging markets that still identify the drink as being Scotch.”