In a moment where tradition meets innovation, Glenmorangie has officially been named the Official Whisky of Formula 1. The announcement, timed with the iconic British Grand Prix at Silverstone, celebrates a new era for both whisky lovers and motorsport devotees. With Hollywood icon Harrison Ford lending his signature charm to the campaign, this partnership promises to be as thrilling as it is refined.
A UNION OF ICONS
The collaboration brings together two powerhouses steeped in heritage—Formula 1, the pinnacle of international motorsport, and Glenmorangie, a distillery renowned for its centuries-old craftsmanship. As part of a landmark 10-year alliance with LVMH, the deal positions Glenmorangie as an enduring presence trackside and beyond. It’s a natural synergy between two brands that understand the art of precision, performance, and timeless appeal.
HOLLYWOOD MEETS HIGHLANDS
To unveil the partnership, Glenmorangie turned to legendary actor Harrison Ford, who plays himself in the brand’s whimsical new short film Once Upon a Time in Scotland. With a single dry word—“Nice”—Ford gives the campaign a wink of cinematic understatement, evoking both the confidence and quiet charisma of the whisky he represents. The film’s inclusion of the Eagle Speedster Jaguar E-Type, a nod to bespoke British engineering, further cements the message: elegance is a matter of both style and speed.
SILVERSTONE’S SIGNATURE EXPERIENCE
There could be no more fitting venue for the debut than Silverstone, the historic track that hosted Formula 1’s inaugural Grand Prix in 1950. Here, Glenmorangie created an immersive brand experience featuring handcrafted cocktails, sensorial whisky tastings, and exclusive moments with the classic Jaguar from the campaign. Guests were treated to a celebration that fused the thrill of racing with the warmth of Highland hospitality.
A SHARED COMMITMENT TO EXCELLENCE
“For both Glenmorangie and Formula 1, this is about more than partnership—it’s about shared values,” said Emily Prazer, Chief Commercial Officer at Formula 1. “We’ve each been refining our craft for decades, and our collaboration is rooted in a mutual pursuit of perfection.” Caspar MacRae, President and CEO of Glenmorangie, added: “We look forward to spectacular performances and imaginative serves that elevate race weekends around the globe.”
THE ROAD AHEAD
With Glenmorangie joining the grid during Formula 1’s 75th anniversary year, the timing could not be more symbolic. As the series accelerates into its next chapter, the whisky brand stands ready to offer fans a new level of sensory luxury—whether at the circuit, at home, or in one of Glenmorangie’s signature lounges soon to arrive in F1 paddocks worldwide. It’s a toast to the future, grounded in the finest traditions of the past.
Written By: Lydia Kelly
Published: 31st July 2025