X by Glenmorangie is a new premium spirit that aims to be considered by consumers for a variety of informal occasions, including daytime and summer drinks events. Thanks to a flavor profile that's richer and sweeter, this expression is one that's made for mixing, since its bold character will not be lost when combined with other liquids.
Glenmorangie global brand ambassador David Blackmore acknowledges, "It’s been seen as something scandalous, the idea of making a cocktail using single malt Scotch. It’s bizarre, really. Every other whisky in the world seems quite ok for drinks but single malt Scotch, everyone seems to have an issue with."
As a type of alcohol that has traditionally been reserved for certain kinds of occasions, single malt is breaking boundaries in the form of X by Glenmorangie.
Mixable Single-Malt Whiskies
X by Glenmorangie is a Premium Expression is for Informal Occasions
Trend Themes
1. Mixable Whiskies - The trend of creating whiskies that are meant to be mixed with other liquids presents innovative opportunities for the beverage industry to expand their customer base and offer more versatile products.
2. Breaking Tradition - Disruptive innovation opportunities exist for brands that challenge traditional consumer perceptions and behaviors, like Glenmorangie's X which breaks the mold of what type of occasions single malt whiskey should be reserved for.
3. Premium Spirits for Casual Occasions - The trend of creating premium spirits that are marketed for casual and informal occasions gives brands the opportunity to position themselves in a new market segment and increase brand awareness among a wider audience.
Industry Implications
1. Beverage Industry - The beverage industry can continue to innovate by developing new flavors and products that cater to changing consumer preferences and offer more versatility, such as mixable whiskies.
2. Alcohol Industry - The alcohol industry can explore new opportunities for growth and expansion by breaking tradition and challenging consumer perceptions, as Glenmorangie did with X.
3. Luxury Goods Industry - The luxury goods industry can capitalize on the trend of premium spirits for casual occasions by offering more accessible and approachable products for a wider audience while maintaining their brand image and exclusivity.