Harrison Ford and Glenmorangie.
Dram-A-Geddon: Whisky’s Generation Gap
Harrison Ford and Glenmorangie.
3 minutes read
Introduction by: Peter Marshall
The latest campaign by Glenmorangie featuring Harrison Ford has been the talk of the town. But has it hit the mark? Is whisky’s timeless tale getting old, even with this new iteration? Check out the first series of films here and make your own minds up. My personal perspective follows on why this particular brand campaign’s glass is only half full.
Glenmorangie. A fine brand that crafts some of the most refined whisky out there – so refined, in fact, that it seems a little too… careful. The company’s new Once Upon a Time in Scotland campaign, starring Harrison Ford, is like a finely aged whisky – smooth, elegant, and… not exactly what the younger customer ordered.
Don’t get us wrong, it is a beautifully shot, witty, and elegant ode to whisky-making, full of Scottish charm. But here’s the thing: while it might make older whisky lovers raise a glass, some may find themselves wondering why their drink suddenly comes with a bedtime story.
Nostalgia Overload: Hollywood Calls, But Who’s Listening?
Harrison Ford is undeniably an iconic Hollywood legend; no argument there. But his cultural influence is strongest among Gen X and Early Millennials who grew up with Blade Runner and Indiana Jones. The grand, sweeping storytelling works beautifully for those who celebrate tradition, but not everyone finds themselves drawn to familiar faces from another era.
On a different note, whisky sales have taken a sobering hit, with exports tumbling and leaving industry giants with a financial hangover. Yet the Harrison Ford campaign doubles down on the classic Scottish mystique, paired with Ford’s signature rough charm. It seems better suited to inspiring nostalgia than sparking new enthusiasm.
Whisky culture today is shifting rapidly. The audience is becoming more diverse, the settings more relaxed, the storytelling less rigid. Many brands have leaned into this shift, embracing humour, sauciness, and contemporary themes without sacrificing prestige. Jameson for instance, has embraced a more casual, mix-friendly image. Jack Daniel’s has leaned into music and lifestyle branding.
Exclusive or Unapproachable? Stuck in the ‘Old Man’s Club’
For decades, whisky has been portrayed as the drink of old-school malt maestros, nodding sagely at the fireplace as if they’ve deciphered the meaning of life. This new campaign tries to shake that image with a touch of humour. Even Harrison Ford seems to be in on the joke, spoofing himself throughout the series. Yes, it’s fun. Yet while all this may appeal to those who seek grandeur, people who aren’t exactly clamouring for another relic of traditional masculinity may find it a bit discouraging.
Perhaps you could swap the fireplace for, say, an oversized mirror, and Ford for, say, Harry Styles – magnetic, and just rough enough around the edges to make whisky feel less like a relic and more like a rebellion. Now that really might have Gen Z raising a glass instead of an eyebrow.
Some successful whisky brands today strike the balance, making prestige feel less like an invitation-only affair and more like an open, yet sophisticated, experience. The Once Upon a Time in Scotland campaign, for all its beauty, doesn’t quite extend that invitation. It’s storytelling is designed to impress, but does it engage? That’s the real question.
The Missing Ingredient: Sustainability
Sustainability is no longer just a nice addition to a brand, it’s an expectation. Younger consumers are highly attuned to sustainability and social responsibility, often making purchasing decisions based on a brand’s environmental and ethical commitments. While Glenmorangie has strong eco-conscious initiatives, you wouldn’t know it from this campaign.
Whisky, at its core, is a product of nature – barley, water, wood, and time. Certain brands have seamlessly woven sustainability into their narratives, making it part of the experience. Glenmorangie had an opportunity to integrate this naturally, blending tradition with forward-thinking craftsmanship. Yes, the visuals are sweeping, the storytelling elegant, but the message? It feels like it belongs to a time when luxury was only about indulgence, and had nothing to do with responsibility.
The Final Sip
Once Upon a Time in Scotland is a beautifully executed, entertaining campaign that plays well with its existing audience. It’s a story worth telling, but perhaps not one that needs telling in quite this way. While some will admire its craftsmanship, others may find themselves wishing for something a little more daring, a little less expected.
The campaign speaks to an audience that appreciates grand cinematic narration and whisky tradition, but forgets that the younger audience isn’t necessarily interested in slow sipping and old-school cool. “Nice”, an oft-quoted word in the current series, doesn’t really cut it – “special” might have been a more impactful alternative. If whisky brands want to stay relevant, they need to concentrate more on turning whisky into the drink of choice for the new generation as well.
After all, Glenmorangie doesn’t need to prove its legacy, it has to evolve it. The campaign feels like a missed opportunity to modernize whisky’s appeal. Instead, they poured a fine single malt, served it in the wrong glass, and watched as Gen Z ordered something else.
