Glenmorangie 12 Years Old is being introduced in India with a new Signature Serve Ritual, as premium whisky consumption is increasingly being shaped by experience-led occasions. The ritual has been designed to offer consumers a more sensory and refined way to enjoy single malt Scotch whisky. According to Glenmorangie, the serve includes a Glenmorangie-inscribed slow-melting ice cube and a dehydrated orange slice clipped to the glass rim to enhance the whisky’s citrus-forward profile.
The ritual has been created to highlight the layered tasting notes of Glenmorangie Original 12 Years Old, including orange, peach, apricot, vanilla creaminess, honeyed sweetness, almond, and a smooth finish. Glenmorangie stated that the additional two years of maturation, compared to the earlier 10-year-old expression, had been introduced to bring greater depth, harmony, and creaminess to the whisky. The expression has also received international recognition, including a Gold Medal at the World Whiskies Awards 2024.
The launch has been positioned by Moët Hennessy India as a response to changing consumer behaviour in the premium spirits segment. Smriti Sekhsaria, Marketing Director, Moët Hennessy India, said, “Today’s consumer seeks experience over routine.” She added that modern whisky drinkers were becoming more experimental and were increasingly looking for premium moments that felt personal and immersive.
With India’s luxury market continuing to focus on elevated experiences, Glenmorangie’s Signature Serve Ritual is being introduced to make whisky occasions more memorable while remaining rooted in single malt Scotch craftsmanship.