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Dr. Bill Lumsden, Director of Distilling, Whisky Creation & Whisky Stocks for Moet Hennessey brands Glenmorangie and Ardbeg, has become the most celebrated face for a company that is the main whisky sponsor for the British Open
SANTA ANA, CA – Feb. 10, 2016 – Executives in the Scotch whisky industry have figured out a way to sell more Scotch. Connect with golfers and advertise on television during the British Open Championship.
While Scotch ‘n’ Golf sound well enough together to forge a long relationship (not to be confused with golf game referred to as Scotch play), it wasn’t until five years ago when Glenmorangie discovered gold on the links.
“Our relationship with golf has been very fruitful,” said Dr. Bill Lumsden, Director of Distilling, Whisky Creation & Whisky Stocks for Moet Hennessey brands Glenmorangie and Ardbeg, otherwise known as a Scotch scientist.
“Once we started advertising four or five years ago during the British Open, we have been very successful,” said Lumsden, whose company has sponsored the British Open since 2012. “Our brands had sold some 25,000 cases seven years ago here in the United States, and today we sell over 130,000 cases now in the U.S.”
The success of the Glenmorangie brands, however, has been nothing like a recurring dream Lumsden continues to have, in which he’s standing at the tee, ready to strike a golf ball, but the ball keeps moving around and Lumsden keeps missing it.
“So since then I’ve started taking golf lessons to try to put an end to this bad dream,” said Lumsden, the most photographed and celebrated figure in the company since Glenmorangie’s Scotch whisky sales started soaring through the roof.
Eric Woods, owner of TheGolfLab.net in Santa Ana, gave Lumsden a brief golf lesson after Lumsden stopped by for a private lecture and Scotch tasting. Whether that turns his game around remains to be seen, but what’s for sure is that Lumsden is the Jordan Spieth of Scotch whisky distilling.
TheGolfLab.net | Ultimage Golf Improvement Lounge | 1224 Village Way, Suite D Santa Ana, CALumsden is the only person to win the World Whiskey award multiple times and he accomplished it three times, twice with Ardbeg and once with Glenmorangie.
Lumsden has been in charge of Glenmorangie’s creation and development of all of the company’s new whisky releases, and the ongoing cask selection of the core range of Glenmorangie and Ardbeg whiskies.
