Glenmorangie's CMO-Turned-CEO in Praise of Creativity

Glenmorangie's CMO-Turned-CEO Raises a Glass to Creativity 

Caspar MacRae blends curiosity with a marketing mindset to drive more sales for the LVMH brand

For luxury conglomerate LVMH, Scotch brand Glenmorangie is a jewel in the crown of its wine and spirits portfolio.  

In 2022, the category brought in just over $7 billion in revenue for the French group. Since 2018, Glenmorangie doubled its profits and charted record sales under the leadership of former president and CEO Thomas Moradpour.

When Moradpour departed after five years in the role in July, the Scotch brand turned to its chief marketer Caspar MacRae to fill the top seat. Just a few months in, he’s making his mark with a strategy that builds on his predecessor’s success by bringing a marketing mindset to the top job.

Headshot of Rebecca Stewart

Rebecca Stewart

Rebecca is Adweek's Europe brand editor.