Formula 1 has evolved into one of the most-watched sports on the planet, with a packed global calendar that spans five continents and draws in millions of fans. Its high-speed drama and international reach make it the perfect stage for luxury brands to showcase their image, tapping into a devoted audience that values performance, exclusivity, and style. No stranger to the stage or the spotlight, legendary actor Harrison Ford is making waves in the motorsport world with his whisky brand. Glenmorangie is officially entering the fast lane as the newly named Official Whisky of Formula 1, kicking off its global partnership with a splash of style and a dose of humor.
The announcement comes just ahead of the British Grand Prix at Silverstone, where fans will experience a special Glenmorangie showcase featuring cocktails and the stunning Eagle Speedster Jaguar E-Type famously driven by Harrison Ford in the brand’s new ad. Ford plays himself in the campaign, poking fun at the brand’s long-standing commitment to craft with a simple, one-word blessing for the new collaboration: “Nice.”
This high-profile tie-in is part of a larger 10-year agreement between Formula 1 and LVMH, Glenmorangie’s parent company, setting the stage for a decade-long, fuel-driven collaboration. For Glenmorangie, known for its smooth, complex whiskies and centuries-old distilling expertise, the move into motorsport aligns perfectly with its global ambitions. And while the engines will roar around the circuit this weekend, there’s a good chance more than a few toasts will be made with Glenmorangie in hand.
Source: Glenmorangie
