How Glenmorangie Is Redefining Whisky with Chocolate Pairings and the Dessert Occasion
- Drinks Provisionist
- Jul 8
- 3 min read
How Drinks Provisionist helped Glenmorangie reimagine whisky through the lens of dessert.
In a category steeped in tradition and often anchored to the savoury, smoky, and sometimes stoic, Glenmorangie dared to do something refreshingly different: pair their exceptional whiskies with premium chocolate in an immersive tasting ritual aimed squarely at the dessert occasion. What followed was a deliciously surprising reappraisal of the brand—one that gave Glenmorangie new relevance, broader appeal, and a way to emotionally connect with audiences in a more delightful, multi-sensory way.
Drive new discovery through pairing-led storytelling.
The brief was clear. Glenmorangie wanted to build on the success of past on-trade education programs—most notably their ‘Signet & Sweet’ sessions—by crafting an elevated, flavour-first experience that would resonate with discerning drinkers and the trade alike.
It wasn’t about hard-nosed whisky geekery. It was about capturing Glenmorangie’s Delicious and Wonderful platform through taste, texture and surprise. And crucially, it had to give the trade a fresh talking point—something premium, memorable, and commercially flexible.
A decadent tasting journey in collaboration with Koko Black.
We designed a guided masterclass experience built on a simple but powerful idea: what if whisky could become dessert?
The tasting event, co-created with Australian chocolatier Koko Black, paired five Glenmorangie expressions with hand-selected chocolate accompaniments. Each duo was designed to not only complement the whisky but to elevate and illuminate specific flavour notes. Think:
Glenmorangie 10YO with Orange + Cointreau Truffles – enhancing citrus vibrancy and creamy vanilla.
Lasanta 12YO with Gianduja Truffles – deepening the hazelnut and sherried richness.
Quinta Ruban 14YO with Peppermint Dotties – pulling forward the whisky’s mint-chocolate profile.
18YO with Chocolate Orange Dotties – evoking marmalade, spice, and autumnal indulgence.
Signet with Espresso Macadamias – a dark, complex coffee-and-cacao crescendo.
Each pairing came with a narrative—whisky notes, chocolate origins, and the flavour logic that connected them—delivered through a tasting script that was equal parts educational and sensory theatre.
Flavour, flexibility & the dessert occasion.
Where many brands lean into apéritif or neat serves, Glenmorangie’s approach embraced the post-meal moment—often an afterthought in whisky. This wasn’t just smart—it was strategically on-brand.
The Glenmorangie house style is known for its smoothness, complexity, and notes of fruit, vanilla, and sweet spice. It lends itself beautifully to chocolate, which shares many of those same characteristics. This pairing context allowed drinkers to access the whisky’s nuance in a new way, guided by flavour, not just age or rarity.
It also unlocked powerful flexibility for trade partners. Restaurants, bars, and premium retailers could use the concept for:
Dessert pairings and whisky flights
Gifting moments (especially around key seasonal peaks)
Tasting experiences that break the ‘serious whisky’ mould
Education that feels like indulgence.
This activation showed that education doesn’t have to be intimidating. When framed as a sensory journey, whisky tasting becomes accessible, joyful—even playful. The ritualised nosing and sipping, the discovery of hidden notes through chocolate, the gentle guidance of pairing logic—it all created a moment of connection that felt luxurious but inclusive.
And for Glenmorangie, it reaffirmed their rightful place as the whisky for those who love flavour and fun, not just heritage and peat.
What’s Next?
There’s plenty of room to grow. The dessert occasion is a largely untapped frontier for whisky, and Glenmorangie’s lead here opens the door for future pairings—whether with patisserie, cheese, or even frozen treats. The real magic lies in making whisky a companion to life’s most indulgent moments.
Because sometimes, the best way to understand a whisky… is to taste it with chocolate.
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