Glenmorangie Highland single malt Scotch whisky is joining forces with Dominic Ciambrone, founder of The Shoe Surgeon, to launch a multifaceted year-long partnership that will feature a limited-edition drop, studio concerts, workshops and more. The partnership aims to target a wider audience and invite them to experience the world of whisky at the intersection of sneaker culture and single malts.
“Collaboration is so important as we look for unexpected ways to introduce new audiences to scotch whisky. The partnership between Glenmorangie and The Shoe Surgeon allows us to reach a wider audience in a way that feels authentic and exciting to them,” said Allison Varone, VP Emerging Brands at Moët Hennessy. “As we work to make the whisky category more diverse and approachable, it’s important for us to partner with brands or people, like Dominic, that share the same goals.”
As part of the partnership, Glenmorangie branding will be integrated throughout The Shoe Surgeon’s studios, and the distillery’s portfolio will be poured during events throughout the year including concerts, customization workshops and more.
“We operate at the highest level in everything we do. Glenmorangie is about elevation, luxury and craftsmanship. We’re proud to partner with those who share the same vision and standard for quality and excellence as we do,” Ciambrone said.
The partnership kicked off on April 30 with a special event celebrating the opening of The Shoe Surgeon’s new studio in Los Angeles, California. Consumers are encouraged to stay up-to-date about exciting partnership news and events this summer by following along at @GlenmorangieUSA and @TheSurgeon.The post Glenmorangie Highland Collaborates with “The Shoe Surgeon” first appeared on Beverage Dynamics.
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Author: Jamie Stafford