Luxury heritage single malt Scotch whisky brand Mortlach has boldly expanded its footprint in the Greater China region through a series of consumer experiences recently held in Shanghai and Hong Kong.
The strategic brand showcase initiatives – which include “The Midnight Secrets” exhibition at K11 Musea earlier this year, as well as whisky pairing menus in collaboration with some of Hong Kong’s top-tier restaurants – have been designed to showcase the bold flavours enabled by Mortlach’s unconventional 2.81 distillation technique, which delivers a uniquely layered tone with rich and umami-like notes following a formula known only to a few and unaltered since it was first used two centuries ago.
The heart of the consumer experience series is a digital artwork titled “Layer upon Layer”, exclusively designed by Chinese artist Jiayu Liu, known for her exhilarating multimedia work. The installation teleports audiences to the turbulent waves of the River Spey beside the Mortlach distillery, with each display pixel derived from real-time environmental data and geographic coordinates directly from the locale. It is one of several of the brand’s recent initiatives to actively collaborate with influencers and whisky experts to create engaging digital content for consumers.
“Mortlach’s 200-year-long legacy and its vision to become the most luxurious single malt Scotch whisky in the world is connecting with consumers globally and engaging our fans in the Greater China region,” says Adrienne Gammie, global brand director, malts, for Diageo.
“For many years, Mortlach has been coveted by connoisseurs and loved by distillers and blenders, yet remained under the radar – however as whisky explorers discover the brand, they’re understanding more about its unique story and reframing what whisky means to a new generation.”
“Mortlach is a brand that rewards discovery, and for modern luxury consumers we are creating unexpected experiences that allow us to engage and connect through digital content,” says Graham Villiers-Tuthill, marketing & innovation director, Greater China, for Diageo. “Luxury shoppers in the Greater China region are increasingly interested in single malts, and we are seeing a real trend for Mortlach in particular.”
The whisky is produced via a complex technique known as “The Way”, created by Mortlach founder Alexander Cowie and unchanged since his time. The technique yields three distinct types of spirit – resulting in a final combination that is fruity, malty, and heavier in style. Each of the six stills used in Cowie’s process has its own distinct shape and size, the smallest of which is known as “Wee Witchie”, which contributes to Mortlach’s heavy body through repeated distillation. This positions Mortlach as a stand-alone whisky dubbed by famous whisky writer Dave Broom as “The Beast of Dufftown” for a character so unusual for Speyside whiskies that it’s nearly impossible to chart on the traditional flavour map.
“This is the mystery and magic at the heart of Mortlach,” says Craig Wilson, master blender for Diageo, “as everything that makes it unique happens during this process. Its exceptionally bold and complex flavours effortlessly bridge the gap between mellow and smoky but without the peat smoke. Mortlach’s signature style is earthy and primal, an unmistakable dram that could only be Mortlach.”
“For me, Mortlach is a rich, dark whisky to savour slowly in the darker hours,” he adds.
Mortlach is one of the luxury Scotch whiskies that is owned by Diageo. “Our portfolio is helping us meet our consumers’ desire to ‘drink better, not more’,” says Atul Chhaparwal, MD, Greater China, Diageo. “We will continue to stay at the forefront with consumer insights and trends, innovating and developing quality products that cater to consumers’ tastes. We are also continuously developing innovative packaging that pays tribute to local culture and attracts more consumers.”
As Mortlach continues to expand its presence in the Apac market, it is fast becoming an icon in luxurious single-malt Scotch whisky.
“We will continue to support this brand by curating unrivalled brand experiences,” says Villiers-Tuthill, “delivering bold visibility in exclusive and targeted outlets, and most importantly, continuing to bring vibrancy to the category by creating interesting and unexpected innovations for our whisky.”Diageo’s leading whisky portfolio is uniquely positioned to cater to different consumer demands, occasions, and tastes. For more information, click here.
