Glenmorangie A Tale of Spices: No Regrets Even If You Buy It for the Label!
2026.10.05
In short: Glenmorangie A Tale of Spices uses four cask types, including Moroccan red wine casks for the first time, and an artist-designed label. I explain why buying it “for the label” is no mistake: the “A Tale of” collaborations, LVMH’s luxury strategy, Dr. Bill’s “70–80% art” philosophy, and the giraffe stills I saw at the distillery.
Behind the Phrase “Buying for the Label”
The phrase “buying for the label” (jake-gai in Japanese, literally “buying for the cover”) carries a slightly mocking nuance.
The carelessness of choosing on looks alone, without examining what’s inside. The shallowness of not seeing the essence.
That kind of criticism seems to be packed into it.
But to tell the truth, at Little Happiness we mostly buy for the label.
Not just the flavour, but the look and the story too: all of it is the world of whisky.
It’s not only about taste. I believe whisky is something you enjoy with your eyes and your heart as well.
A Tale of Spices: First, the Specs
“A Tale of Spices” was born when Glenmorangie’s Director of Whisky Creation, Dr. Bill, was captivated by the “colours and aromas” of spice markets around the world.
Aiming for an experience where “every sip brings new flavours and aromas,” it is the first Glenmorangie ever to use four types of cask.
- Moroccan red wine casks (French oak) ← a first for Glenmorangie
- New charred oak casks
- Shaved, toasted and re-charred red wine casks
- PX sherry casks
Especially noteworthy is the use of Moroccan red wine casks.
Glenmorangie has experimented with all kinds of casks over the years, but this is the first time it has used Moroccan ones.
To express the complexity of spices, Dr. Bill chose a combination never tried before.
The bottle design is beautiful too.
The label designs created in collaboration with artists, a hallmark of the “A Tale of” series, catch the eye when lined up on a shelf.
Glenmorangie designs them that way on purpose.
An Official Strategy That Embraces “Buying for the Label”
The proof that Glenmorangie is aiming for label-buyers lies in its official statements.
In an interview with Cool Hunting, Glenmorangie’s marketing team said:
“it’s also an opportunity to attract those who may not be familiar with the brand or those who are attracted to a specific wood or finish—a win for everyone.”
In other words, Glenmorangie actively uses beautiful design as an “entrance.”
This is an unusual approach in the whisky industry.
Many brands put “flavour,” “aroma” and “age” front and centre, but Glenmorangie treats “looks” as just as important.
The World of Artist Collaborations
A hallmark of the “A Tale of” series is that it collaborates with a different artist each time.
Past collaborations:
- A Tale of Tokyo (July 2023): Akira Yamaguchi, a renowned Japanese painter known for his maximalist style, which fuses traditional Japanese painting techniques with a contemporary perspective.
- A Tale of the Forest (October 2022): Pom Chan, illustrator.
- A Tale of Ice Cream (September 2024): another collaboration with Akira Yamaguchi.
Why does Glenmorangie invest in art?
Because it positions whisky not as a mere “indulgence,” but as a “luxury product.”
The LVMH Strategy: The Aesthetics of a Luxury Brand
Glenmorangie has been part of LVMH (Moët Hennessy Louis Vuitton) since 2004.
LVMH is a company that owns world-leading luxury brands such as Louis Vuitton, Dior and Fendi.
A Forbes article put it this way:
“LVMH turned Glenmorangie from a niche whisky into a global brand.”
LVMH’s strategy is not simply to increase sales volume.
It is to establish the brand’s “aesthetics” and redefine it as a luxury product.
Just as a Louis Vuitton bag is chosen for its design, not only its function, Glenmorangie whisky is chosen for its design, not only its flavour.
The artist collaborations of the “A Tale of” series are part of this strategy.
The attention to bottle design is a natural choice for a luxury brand under LVMH.
Dr. Bill’s Philosophy: 70–80% Is Art
Glenmorangie’s Director of Whisky Creation, Dr. Bill, says this about whisky-making:
“The whiskies that we create are maybe 20 to 30% scientifically driven; the rest has more to do with art, craft, a passion and feeling.”
In other words, he says 70–80% is art.
This is an unusual statement in the whisky industry.
Many distillers emphasise “science,” “tradition” and “technique.” But Dr. Bill puts “art,” “passion” and “feeling” first.
This philosophy is linked to the attention paid to bottle design.
If whisky-making is 70–80% art, then bottle design should be art too.
The look, the flavour: everything is a “work of art.”
Visiting the Distillery: The Giraffe Symbol
On a past trip to Scotland, I also stopped by Glenmorangie Distillery.
The distillery is beautiful, and at the entrance stands a giraffe statue, Glenmorangie’s symbol.
I remember having my photo taken with that giraffe.
[At Glenmorangie Distillery, Scotland, 2018]
The giraffe became the brand’s character because of Glenmorangie’s pride: the tallest stills in Scotland.
The necks of those stills are 5.14 metres tall, the same height as an adult male giraffe.
This height produces Glenmorangie’s delicate, fruity spirit.
The distillery shop had lots of giraffe goods.
From the bottle design to the distillery’s architecture and the merchandise, everything formed the world of “Glenmorangie”!
Conclusion: Why You Won’t Regret Buying It for the Label
In “A Tale of Spices,” the look, the flavour and the story are all carefully calculated.
- Four types of cask (Moroccan red wine casks used for the first time ever)
- Artist collaboration (a tradition of the “A Tale of” series)
- LVMH strategy (the aesthetics of a luxury brand)
- Dr. Bill’s philosophy (70–80% is art)
- Brand identity (the giraffe symbol)
All of this is concentrated in a single bottle.
Even if you buy it for the label, you won’t regret it!
It is the “entrance” Glenmorangie intended. Drawn to the beautiful bottle, you pick it up, enjoy the flavour, and learn the story.
Because that is the “experience” Glenmorangie is aiming for.
Whisky is something you enjoy not only with your palate, but with your eyes and heart. “A Tale of Spices” is perfect proof of that.
About this bottle
At Bar Little Happiness, you can enjoy “Glenmorangie A Tale of Spices” in the following three ways.
• Drink it at Bar Little Happiness
• Take it home in a small bottle (sold by measure) from the bar
• Buy it from our online shop, with shipping within Japan
Perfect if you want to try a small amount first, as a souvenir of your trip, or to enjoy at home if you live far away.
→ Glenmorangie A Tale of Spices small bottle (online shop)
Every encounter is meant to be. Welcome to the world of Rum&Whisky.
[About the author]
Mika Tanimoto
CEO, Little.m Inc. / Owner-bartender
Since 2006, I have run Bar Little Happiness, a whisky and rum bar in Nagarekawa, Hiroshima. I visit distilleries in Japan and around the world and write about the people who make the spirits. Recipient of the Hiroshima City Excellent Skilled Worker Award.
“Whisky and rum taste even better when you know the hearts of the people who make them.”
[Visit the bar] 📍 Bar Little Happiness
Rolling Nagarekawa 1F, 5-14 Nagarekawa-cho, Naka-ku, Hiroshima
Mon–Sat 7:00 pm – 12:30 am / Sun 7:00 pm – 12:00 am (closed when I travel to visit distilleries)
No cover charge, no reservation needed
