Glenmorangie Scotch Whisky's product launch in Armenia
DATES
June 2016
Client
Glenmorangie
Service
Strategic Communications, Event Management
Category
Alcohol & Beverage Industry
Overview
SPRING PR was entrusted with providing full PR support and event management for the exclusive master class of Ivan Bachurin, renowned sommelier and Louis Vuitton Moët Hennessy (LVMH) brand ambassador, dedicated to the launch of Glenmorangie Scotch Whisky in Armenia.
The event took place at Montmartre Restaurant (Paris Hotel, Yerevan) in an elegant and intimate atmosphere, gathering leading lifestyle journalists and influencers. Designed as an exclusive tasting session, the evening highlighted the craftsmanship and legacy of Glenmorangie — one of Scotland’s most distinguished whisky houses, celebrated for its refined character and innovative approach to maturation.
During the master class, Ivan Bachurin guided the guests through a detailed tasting experience featuring four of Glenmorangie’s most distinguished expressions: The Original (10 Years, 40%), Lasanta (12 Years, Sherry Cask Finish, 43%), Quinta Ruban (12 Years, Port Cask Finish, 46%), and Nectar d’Or (12 Years, Sauternes Cask Finish, 46%). The final three varieties were based on The Original whisky, and Bachurin presented each with precision, explaining their flavor characteristics, quality distinctions, and proper tasting techniques.
Strategy
SPRING PR provided full PR support and end-to-end event management for the Glenmorangie master class in Yerevan. The agency developed all communication materials, ensuring that each element accurately reflected the sophistication and heritage of the Glenmorangie brand.
In the pre-event phase, SPRING PR managed media relations and targeted outreach, coordinating with key journalists and opinion leaders to secure coverage in Armenia’s most influential lifestyle and business outlets. The team organized invitations, guest coordination, and on-site accreditation, ensuring an exclusive audience of industry-relevant participants.
On the day of the event, SPRING PR directed the full media and event management process — from scenario planning to event execution. The agency oversaw the presentation flow, guest hosting, and media facilitation, ensuring seamless interaction between Ivan Bachurin and attendees. A professional photo service was organized to capture the event’s atmosphere and reinforce its visibility across media channels.
Following the master class, SPRING PR ensured extensive visibility through coordinated publication efforts and storytelling across digital and print platforms. The result was a high-profile, well-executed event that positioned Glenmorangie as a symbol of craftsmanship and prestige within the Armenian market.