Challenge:
A Single Malt ‘Made for Mixing’ - not something you hear about everyday, but Glenmorangie saw the potential in creating X, a product that was perfect for those spontaneous, high energy moments and required a toolkit for activation across UK and European markets.

Solution:
The activation toolkit leaned hard into everything ‘mixing’, with exciting tasting rituals bringing to life the signature serves for sessions both virtually and in person. The tasting kits themselves included custom ‘X’ themed tools such as X opener, X swizzle stick, X coaster, Zines and ritual mats. This was coupled with exciting live activations such as X zones – dedicated zones for getting together and X TukTuk and X truck – a fusion of food and drink with menu development that aligned to the ‘Made for Mixing’ messaging, rolled out across every detail from the drinks styling guidelines to information on where and how to show up.