Glenmorangie launches Old Fashioned Week

By Jo Gilbert

Published: 07 June, 2016

Glenmorangie is launching a new initiative called Old Fashioned Week to promote its Extra Matured Range ahead of this year's British Open Golf Championship.

Glenmorangie is now in its fifth year of sponsoring the British Open and in previous years, the Scottish whisky producer's The Original has been the focus.

However, this year the spotlight will be on Glenmorangie's Extra Matured Range as part of its Greatest Finishes campaign, which will be inviting consumers to vote for their favourite "Greatest Finishes" in golf and whisky.

As part of the campaign, Glenmorangie has partnered with drinks expert and writer Laura Foster to travel up and down the UK filming bartenders creating their Greatest Finishes serve.

Each bar will then list their chosen cocktail for the inaugural Old Fashioned Week from 13 to 19 June.

Foster's cocktail video diary will feature UK bartenders exhibiting their Old Fashioned inspired serves made from Glenmorangie's Quinta Ruban, La Santa or Nectar D'Or.

"['Finishing' a whisky] is an art, which takes skill and know-how," says Dr Bill Lumsden, Head of Whisky Creation at Glenmorangie.

"Our work with extra-maturation began long before we first released any such bottlings. Glenmorangie is an acknowledged first-mover in this area and we've learned that not all wood finishes are equal, that wood does magic things to whisky but that practice and precision are required."

Old Fashioned Week launches on Monday, June 13, and runs for seven days.

Each day will see short films from Foster's video diary of Glenmorangie's partner bars creating their own special serve using the Extra Matured Range, some of which have been inspired from the bartenders' own experiences on the golf course.

Bars signed up to participate are: Ace Hotels, London; Happiness Forgets, London; Cartizze, London; Porterhouse, London; Boisdale Canary Wharf, London; Quaglinos, London; Vinothec Compass, London; Mr Coopers, Manchester; Angelica, Leeds; My Hotel, Brighton; The Balmoral Bar, Edinburgh; Ubiquitous Chip, Glasgow; Scotts, Troon (near Glasgow).

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