The Whisky Team Ups By Laphroaig and Glenmorangie Are Simply Golden (Column)

Alternative drinks are gaining ground and competition is fiercer than ever. In this context, collaborations with celebrities can be a saving grace. Glenmorangie and Laphroaig are playing this game well, having teamed up with Harrison Ford and Willem Dafoe.

Whisky companies have often collaborated with famous names before. Sometimes it’s a hit, other times it's a miss. Think of Mila Kunis with Jim Beam, a collaboration that didn't quite feel authentic, even though it did yield benefits. But it's not as if she had been a whisky enthusiast for years before.

The difference lies in the match. A celebrity must gel with the brand and the persona of the whisky. With the right choice, such a collaboration can be more than an advertisement; it can strengthen and make the brand more recognizable.

Harrison Ford is an icon. His roles in Indiana Jones and Blade Runner resonate with multiple generations. He has an timeless yet human appeal.

This makes him a strong choice for Glenmorangie. The brand is known for its elegance and quality. By choosing Ford, Glenmorangie gets a face that feels both familiar and credible. Not an overzealous trendy attempt, but a natural match.

The same can now be said about the collaboration between Laphroaig and Willem Dafoe.

The smoky style has been dividing people for over a century. You either love it or you quit. Willem Dafoe fits seamlessly into this. His intense presence and roles with character make him a fitting ambassador for a whisky that's not for everyone.

The whisky world is facing challenges. Younger generations are less inclined to drink whisky, there's a surplus of whisky, and people are feeling the pinch of inflation. As a result, whisky sales are decreasing, and this is putting pressure on the whisky market.

In this context, a familiar face helps. Not because it changes what's in the bottle, but because it stirs up curiosity. It lowers the barrier for new drinkers and keeps existing fans engaged.

The risk with celebrities in advertising is that it can feel forced. A pop star who suddenly turns out to be a "big whisky fan" convinces no one. That's why the choices by Glenmorangie and Laphroaig are great: they're credible.

Ford and Dafoe aren't promoting a brand because they have to, but because their image aligns with what the brand already stands for. That credibility distinguishes between a gimmick and a successful campaign. And that's why we say: more of this, please!