Collaborations are becoming increasingly common across the internationally whisky industry. As a floral sculptor Azuma Makoto brings a different perspective to Scotch and I was keen to hear from both him and Dr Lumsden about their new whisky.
Glenmorangie’s New 23 Year Old Scotch
The Glenmorangie Dr Bill Lumsden x Azuma Makoto 23 Years Old was born from a Japanese concept that we should appreciate the creation of the Universe, and all that it encompasses. In Japanese this notion is known as “Shinra Bansho,” which is also the title of the artwork created by Azuma Makato to adorn the whisky’s label and box.
“I first encountered Azuma-san some time before our 2021 collaboration. Immediately, as we were talking, I sensed a kindred spirit,” Dr Lumsden explained to me over email when I asked what the initial connection was for the first collaboration. “His imaginative style and extraordinary creative talent made him the perfect partner to celebrate the luscious floral notes of our Glenmorangie 18 Year Old whisky.”
Kindred Spirits
Fans of Glenmorangie single malt whisky may recognise the name Azuma Makoto from his first collaboration with the brand. Makoto has his own special edition of their 18 year old, which is beautifully presented with his depiction of the essence and tasting notes of the whisky visually represented on the label and box.
Outside of the world of whisky, Makoto is known for his striking floral displays. His work spans everything from towering floral arrangements juxtaposed against a frozen wasteland to brand collaborations with the likes of Hermès.
Artist collaborations are becoming important across all industries as brands try to connect with consumers on more and more levels. At its base whisky is just an alcoholic drink, but the essence of single malt has become so much more than that as well. The creation of different expressions, the balance of different casks and even the presentation of the whisky in bottle and glass are all important parts of the experience.
“Since our collaboration on the 18-year-old expression, Dr Bill has continued to guide whisky drinkers on a flavor journey exuding respect, joy and a discovery of nature,” agreed Azuma Makoto over email to discuss the new release. “I feel a strong affinity with his approach to capturing the unseen expressions of flowers and plants in his whisky through my own botanical artistry.”
New Whisky Markets
This collaboration is the latest release in a series of campaigns over the last decade where Glenmorangie appear to be making a definitive shift to a more modern and inclusive market. In 2022 they worked with Miles Aldridge to create a campaign called “It’s Kind of Delicious & Wonderful.” The campaign was vibrant and inclusive, and it looked like a conscious push against the traditional wood and copper auras that are often the default language of historic distilleries. It’s a theme we can see in other new releases too, like A Tale Of Ice Cream.
Dr Lumsden agreed that the shift has been a conscious choice, “as a whisky maker, I want as many people as possible to have the chance to taste our delicious single malts, without barriers or preconceptions, whether they are existing drinkers or completely new to the category.”
It’s an important statement. Over 40% of whisky drinkers are female, and yet many women still don’t feel welcomed within the industry. In America, the success of black owned brand Uncle Nearest shows the potential to be had in markets that are considered new for whisky. But you have to present a product that resonates with that audience.
“I think the changes at Glenmorangie over the past few years are very exciting. While we have maintained our focus on crafting exceptional drams, we have also done things like revisit our packaging – and our advertising – to stand out more and entice new audiences from new markets into the brand.”
Whisky And Art
Luxury brand collaborations like Bowmore x Aston Martin and Macallan x Bently make a different kind of statement to art collaborations like the Dalmore Luminary series or Glenmorangie’s ongoing series with Makoto. That is because art sits in a unique and slightly strange space entirely its own. Art adds value but it also adds cultural importance. Buying a flash new car has the potential to feel crass, but spending the same money on a piece of art is cultural; art has become a status symbol that is above reproach.
I will admit that my background in analyzing the relationship between art and value can be rather cynical. Makoto has worked with numerous luxury brands over the years, and I was curious to hear from the artist’s point of view what he felt art brought to collaborations.
“For me, collaborating with Dr Bill to create art and a single malt whisky adds a further element of intrigue and complexity for the consumer. Both pieces of work complement each other – you can’t have one without the other – each one brings the other to life. You might even notice some of the whisky’s tasting notes within my botanical sculpture, like blue passion flower, waxplant and honeycomb. For those interested in this whisky’s flavor, and fans of my work, they might look to my Shinra Bansho sculpture for an idea of the whisky’s taste.”
In much the same way that a good meal is about presentation as much as taste—or that a purchase can be enhanced by the atmosphere within a shop—Makoto’s intent for the sculpture is therefore to bring a visual element for consumers. The whisky is elevated so that it is an experience for all the senses. Through art whisky becomes more than just a drink.
Makoto explained that it is also about introducing both whisky and art to new audiences. “My fans may not have thought of trying a single malt Scotch before, and Bill’s fans may not have taken an interest in botanical art! This collaboration might then open a door into a new creative world for consumers to consider trying something new. After all, I am now a big fan of Dr Bill’s Glenmorangie creations, and I am sure others soon will be too.”
Sustainable Futures
Glenmorangie have also been looking toward the future in terms of the footprint they leave behind. Sustainability is increasingly being seen as important for younger generations, and while it is important not to forget about current whisky drinkers, distilleries must think about future consumers as well.
The distillery was founded in 1843, and by their 200th anniversary they intend to be carbon neutral. As well as practices within the whisky making process—such as solar panels, systems to clean their wastewater and ways to generate biogas from their waste—Glenmorangie have partnered with Heriot-Watt University and the Marine Conservation Society for the Dornoch Environmental Enhancement Project (DEEP). The project has already re-introduced more than 90,000 European native oysters to the Dornoch Firth to help clean the remaining wastewater and rebuild the natural ecosystem.
Dr Lumsden explained how this project has also kept sustainable practices in line with the concept of shinra bansho. “Makoto sourced not just cultivated flowers, but also moss, branches, honeycomb and wildflowers from his own garden in the town of Hakone and from the nearby countryside. When his work had been filmed and photographed, his team replanted as many of the living materials as possible.”
It is these small steps that are important to elevate a limited edition from standard to truly considered.
As is the trend with limited edition releases at the moment, the exact release number has not been specified. The bottle is available through select retailers priced at $1,375 (£1,050).
The original version of this article was written by me for Forbes.com
