Moët Hennessy has leveraged parent company LVMH’s high-profile marketing tie-up with Formula 1 to push its Glenmorangie single malt scotch.
The brand will be the “official whisky” of Formula 1, with initial activity timed to coincide with the British Grand Prix at Silverstone from 4 July. American actor Harrison Ford, who became the face of Glenmorangie’s ‘Once Upon a Time in Scotland’ campaign in January, also features in a 42-second spot (below) promoting the collaboration.
Glenmorangie joins a string of Moët Hennessy brands to sponsor Formula 1; the most recent has been Whispering Angel rosé wine, which came after Moët & Chandon secured ‘official champagne’ status earlier this year and Belvedere vodka, which followed in March.
LVMH signed a ten-year partnership with Formula 1 in October last year and has since secured a series of collaborations with its luxury brands, including Louis Vuitton.
In May, Heineken assumed “official beer and cider” status at the Silverstone circuit.
