For more than 180 years, Glenmorangie has crafted its Highland single malt with an unwavering commitment to patience and precision. Those same qualities underpin the whisky maker’s most ambitious Africa-focused campaign to date — one that explores how identity is shaped through craft, curiosity, and the stories we tell.
Leading the South African chapter is acclaimed author, columnist, and social commentator Khaya Dlanga, who joins Kenyan actress Kate Kamau and Nigerian artist and creative executive Darey Art Alade as the campaign’s three African ambassadors.
Rather than serving as traditional brand ambassadors, the trio travelled to Glenmorangie’s Highland distillery in Tain, Scotland, immersing themselves in the people, traditions, and craftsmanship behind the whisky. Their experiences form the foundation of a campaign that celebrates the connections between heritage and creativity.
Real character is built over time”
For Khaya, whose career has been built on asking difficult questions and telling authentic South African stories, the journey resonated on a deeply personal level.
“I’ve always been curious about people and the stories they carry, so found myself as drawn to the conversation as I was to the whisky,” he said. “Behind every tradition were people who cared deeply about preserving something meaningful. It was a reminder that real character is built over time.”
That spirit of conversation carried through to the Johannesburg launch, where friends of the brand gathered alongside Khaya’s guests for an intimate dinner celebrating creativity, connection, and storytelling. The evening was hosted by broadcaster and Khaya’s close friend Anele Mdoda, who described him as “an architect of attention” — a fitting tribute to his remarkable ability to shape conversations that resonate across South African society.
The campaign arrives at a time when African creatives are increasingly influencing global conversations around literature, music, fashion, design, and luxury. By partnering with Khaya, Kate, and Darey, Glenmorangie places contemporary African storytelling alongside one of Scotland’s most celebrated whisky-making traditions, creating a dialogue between two cultures united by a respect for craft.
Caspar MacRae, President and CEO of The Glenmorangie Company, said the collaboration reflected a genuine meeting of cultures. “At Glenmorangie, we’ve been perfecting the art and science of whisky making for more than 180 years, creating our spirit in Scotland’s tallest stills for its signature elegant character. When we welcomed Kate, Darey, and Khaya to Tain, they brought a real sense of humour and curiosity into their conversations with our distillery team, who thoroughly enjoyed the opportunity to share some of the stories behind our single malts and how they have been shaped by our Highland provenance.”
He added, “The conversations that emerged throughout the journey were genuinely inspiring. It’s a delight to now see each storyteller’s unique take on their visit to Scotland, and to celebrate their creativity and individuality through this campaign, which I’m sure will resonate with whisky lovers across Kenya, Nigeria, South Africa, and beyond.”
Running across South Africa, Kenya, and Nigeria until December, the campaign combines long-form editorial features, episodic digital films, and intimate cultural dinners, celebrating the idea that whether crafting a single malt or shaping a story, true character is never rushed.
