For more than 180 years, Glenmorangie has believed that true character cannot be rushed. It is shaped over time through patience, dedication and craftsmanship. Those same qualities now form the heart of the iconic Highland single malt’s most ambitious Africa-focused campaign to date, bringing together three of the continent’s most influential storytellers to celebrate creativity, culture and the power of authentic voices.
Leading the South African chapter is acclaimed author, columnist and cultural commentator Khaya Dlanga, who joins Kenya’s Kate Kamau and Nigeria’s Darey Art Alade in a campaign that explores the connection between storytelling and whisky-making. Together, they travelled to Glenmorangie’s historic distillery in Tain, Scotland, where they experienced first-hand the traditions, craftsmanship and people behind one of the world’s most respected single malts.
A Story Built on Character
Glenmorangie’s philosophy has remained unchanged for nearly two centuries: exceptional whisky is crafted through time, patience and unwavering attention to detail.
The brand believes those same principles shape remarkable storytellers. Rather than appointing traditional brand ambassadors, Glenmorangie invited three celebrated African creatives whose careers have been built on authenticity, curiosity and meaningful storytelling.
The result is a campaign that goes beyond showcasing whisky. Instead, it highlights the shared values of craftsmanship, creativity and character that unite different cultures.
Khaya Dlanga Brings a South African Perspective
For South African audiences, the campaign is led by Khaya Dlanga, whose voice has become one of the country’s most recognisable through his books, columns and cultural commentary.
Known for tackling complex conversations with honesty and insight, Dlanga found unexpected similarities between his own creative journey and Glenmorangie’s approach to whisky making.
Reflecting on his experience in Scotland, Dlanga said:
“I’ve always been curious about people and the stories they carry, so I found myself just as drawn to the conversation as the whisky. Behind every tradition were people who cared deeply about preserving something meaningful. It was a reminder that real character is built over time.”
Rather than simply learning about whisky production, Dlanga immersed himself in the stories, traditions and people who have preserved Glenmorangie’s heritage for generations.
Three Countries, Three Creative Voices
Joining Dlanga are two equally influential African creatives.
Kenyan actress Kate Kamau described how Scotland’s landscapes and traditions reinforced the importance of preserving cultural stories.
“What stayed with me most was how storytelling lives beyond words. You feel it in the people, the landscapes and the quiet pride behind every part of the distillery. It reminded me that, wherever we come from, the stories we choose to preserve become part of who we are.”
Meanwhile, Nigerian artist and creative executive Darey Art Alade drew striking parallels between whisky making and the creative process.
“Going to Scotland felt like going to the source, meeting the people behind the craft and understanding the discipline, patience and intention that shape the finished experience. As an artist and creative executive, that philosophy felt very familiar.”
An Authentic Exchange Between Cultures
To bring the campaign to life, Glenmorangie welcomed the three storytellers to its historic home in Tain and the breathtaking Scottish Highlands.
Captured through genuine conversations and unscripted moments with the distillery team, the campaign documents each creative’s personal journey as they explored Scotland through their own unique perspective before sharing those experiences with audiences back home.
The result is an authentic cultural exchange that celebrates both Scottish heritage and African storytelling.
Celebrating Creativity Across Africa
According to Caspar MacRae, President and CEO of The Glenmorangie Company, welcoming the three creatives to Scotland created meaningful conversations that reflected the values behind the brand.
He said the storytellers brought curiosity, humour and fresh perspectives to the experience, allowing Glenmorangie’s team to share the stories behind its single malts while learning from the visitors’ own cultural viewpoints.
The campaign also arrives at a time when African creatives continue to shape global conversations across fashion, music, literature, design and film.
Derek Ruediger, Glenmorangie International Marketing & Commercial Director, believes the campaign reflects that momentum.
He said Africa’s creatives are helping define a new era of storytelling, and Glenmorangie hopes to create greater relevance for local audiences by placing African voices at the centre of its brand story.
Launching Across Three African Markets
The campaign officially launches through intimate events in Johannesburg, Nairobi and Lagos, hosted by Khaya Dlanga, Kate Kamau and Darey Art Alade respectively.
Running from July to December 2026, the initiative will unfold through long-form editorial content, episodic digital films and talent-led cultural dinners across South Africa, Kenya and Nigeria.
Through their experiences in Scotland, each storyteller offers a unique perspective on the craftsmanship, patience and character that have defined Glenmorangie for more than 180 years—proving that whether creating a world-class whisky or telling unforgettable stories, true character is always built over time.
