Leadership & Talent

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

a bottle of glenmorangie whisky and a glass in an orange sunset setting
Glenmorangie's "It's Kind of Delicious and Wonderful" platform has led to innovations including its new A Tale of Tokyo blend.Glenmorangie
Rebecca Stewart-2022
By Rebecca Stewart

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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.

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Rebecca Stewart-2022

Rebecca Stewart

Rebecca is Adweek's Europe brand editor.

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