Glenmorangie benefits from advertising push

Whiskey distiller Glenmorangie today hailed the success of a marketing drive as half-year profits lifted 19% despite a “challenging” takeover period.

Whiskey distiller Glenmorangie today hailed the success of a marketing drive as half-year profits lifted 19% despite a “challenging” takeover period.

The firm, which is being bought by champagne group Moet Hennessy, said a rebranding of Glen Moray to better reflect its century-old heritage had lifted sales of the malt whisky by more than 50% in the six months to September 30.

Flagship whisky Glenmorangie also benefited from an advertising campaign, with sales up 11% as the company overcame an “uncertain and uncomfortable” three months while takeover speculation swirled around the business.

Glenmorangie, one of the largest remaining independent companies in the Scotch whiskeyindustry, confirmed last month that it would be bought by Louis Vuitton Moet Hennessy (LVMH), the owner of Moet & Chandon and Veuve Clicquot.

It said today that its marketing and sales initiatives helped push pre-tax profits before exceptionals up to £5m (€7.1m).

The group’s other malt whiskey, Ardbeg, posted a 27% sales hike after a better-than-expected performance by the recently launched Ardbeg-Uigeadail – a richer whisky created from specially selected casks including older, sherry cask-matured Ardbeg.

Chief executive Paul Neep said: “We are delighted with the strong performance of our premium malt brands which have benefited from continuous long-term investment.”

Glenmorangie employs around 400 people at its head office and warehouse site in Broxburnin Scotland and a distillery in Tain.

It said today that joining Moet Hennessy was a good move for its brands.

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