To help launch the new brand, Glenmorangie recruited designer Brandon Blackwood, pianist Chloe Flower, creative Alani Figueroa and R&B artist Tone Stith, who will celebrate “the multitude of unique flavor possibilities when mixing X by Glenmorangie and toast to the mix of things that makes each of us unique” in videos on NTwrk.
X by Glenmorangie has a sweeter, richer profile ideal for simple serves that require minimal ingredients, the company says. The versatility of the single malt allows for easy cocktail creation to seamlessly fit into all occasions, from BBQs and brunches to date nights and impromptu karaoke outings.
As part of the partnership, the four, known as the Glenmorangie Mix Makers, will collaborate on a limited edition, collectible barware kit that will be available through an exclusive drop on NTWRK this July, alongside an all-new video series on the platform and an ongoing event series throughout the Summer. By executing this product drop through NTWRK and tapping this group of creative icons spanning various industries, X by Glenmorangie will speak to a broad group of consumers in a compelling new way.
“People are more comfortable than ever mixing up their own cocktails, so we wanted to craft a single malt whisky that makes the space itself more inviting for newcomers and cocktail lovers to enjoy whisky wherever and however they please,” says Allison Varone, VP, Emerging Brands at Moët Hennessy. “Our Mix Maker partners will help illustrate how they mix up their craft and how X by Glenmorangie’s ethos resonates with them.”