Glenmorangie in full swing for the second year of its Open golf sponsorship

By Richard Siddle

Published: 18 July, 2014

As thousands of golf fans head to the Wirral on Merseyside for the Open Championship, Glenmorangie is in full swing for the second year of its high profile sponsorship of the tournament.

Glenmorangie Glenmorangie theAs thousands flock to the Wirral for the Open golf championship, Glenmorangie is enjoying the second year of a three-year sponsorship of the event

As thousands of golf fans head to the Wirral on Merseyside for the Open Championship, Glenmorangie is in full swing for the third year of its high profile sponsorship of the tournament.

To mark its backing off the Open, Glenmorangie has erected its own Glenmorangie House in one of the hospitality areas of the course.

Golf fans can enjoy specially created Glenmorangie cocktails, take part in a golf simulation game, relax in its quiet "library" area and watch the golf on the TV surrounded by pictures of famous golf courses around the world as part of its Unnecessarily Well Made golf holes competition (see below).

They can even pay to do their own mini Glenmorangie range tastings and sample different expressions with the help of expert barmen.

Glenmorangie's three year deal as a third tier sponsor of the Open makes them an "official" supplier and is being marketed by the tournament as offering the "Spirit of the Open".

The worldwide exposure of the Open tournament, which has returned to the Royal Liverpool Golf Club in Hoylake on the Wirral for the first time since 2006, has been vital in helping to raise the brand's profile in its growing markets in the US and Asia.

Open winner and British golf legend, Tony Jacklin, who has been signed up as Glenmorangie's golf ambassador, was sharing his views and predictions for this year's tournament with guests and visitors on day one of the event yesterday and throughout its four days.

Dr Bill Lumsden, head of distilling and whisky creation at Glenmorangie, told Harpers.co.uk earlier in the year: "The golf partnership is our first major sports sponsorship and it has done really well for us in market like the US.

"Golf is a very natural bedfellow to Glenmorangie. If you ask people around the world what Scotland is famous for and they will usually say its whisky and its golf."

Dr Lumsden, along with Jacklin and its other golf ambassador, Sir Nick Faldo, who is still competing in this year's Open, have been conducting promotional tours over the last few months in key markets like the US, where it has also been working the American golf legend, Arnold Palmer.

Glenmorangie is offering fans at this year's tournament the chance to win a special VIP trip to next year's Open at St Andrews by voting in its "Unnecessarily Well Made Golf Holes" competition, that plays on the 'Unnecessarily Well Made' brand line for Glenmorangie.

All 18 of the shortlisted holes are on display at this year's event and fans can vote for their favourite. The winner will not only get a VIP trip to St Andrews but also have the chance to play the Ailsa Course at Turnberry and the Royal Dornoch course. They will stay at the real Glenmorangie House and enjoy a private tour of the Glenmorangie Distillery.

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