The campaign will run in quality newspapers as well as GQ and Esquire magazines. Artist Vince Verma has produced two illustrations which aim to show the precision which goes into making the malt at the Tain distillery.
The ads use the tagline Unnecessarily Well Made and represent the first significant above-the-line campaign for Glenmorangie since 2008.
The first drawing is a snapshot of the cask house interior and the second is a glimpse inside the Glenmorangie still house.
UK marketing director Louise Pilkington said: “We chose to work with Vince Verma because we wanted to partner with someone who understood what it means to go beyond all precedent to create something unique. His creative interpretation of Glenmorangie’s artisan process will appeal to an audience that appreciates the delicate craftsmanship of our whisky.”