BRIEF

To captivate key opinion leaders and trade in celebrating the global launch of Private Edition 10 Glenmorangie Allta through a tiered engagement strategy that showcases the brand’s pioneering innovation and showcase 10 years of innovation to a select audience.

IDEA

I developed the idea of a live virtual tasting experience hosted by Dr Bill Lumsden and Brendan McCarron (Glenmorangie Master Blenders) which also included a live audience in addition to remote locations where the tasting was streamed into the unveiling tasting event of PE10. Following the live tasting, the guests in attendance were invited to discover and explore Dr Bill’s Cabinet of Curiosities in an immersive event showcase, through storytelling and creativity.