Speyside Distillery Continues as Official Whisky of the ISPS Handa Senior Open, Eyeing Global Brand Growth
Glen Moray Distillery, a prominent Speyside single malt producer, has announced a significant three-year extension of its partnership with the ISPS Handa Senior Open, solidifying its role as the Championship’s ‘Official Whisky’. The renewed agreement, unveiled on 17th August following the conclusion of the 2026 tournament at Gleneagles, will see the collaboration continue through to Royal Porthcawl in 2027 and beyond, further embedding the Scottish spirit within a premier international sporting event.
This extended commitment follows a successful initial three-year term, which commenced at Carnoustie in 2024. The partnership is a strategic alignment, celebrating the global appeal and shared Scottish heritage of both golf and whisky. It aims to introduce Glen Moray’s diverse range of single malts to an expanding audience of golf enthusiasts.
The ISPS Handa Senior Open stands as Europe’s sole senior major championship, co-sanctioned by the Legends Tour and PGA Tour Champions, and jointly owned and run by The R&A and the European Tour group. Established in 1987, the tournament gained major championship status on the Champions Tour in late 2002. It draws over 20,000 spectators annually to iconic UK golf courses each July, offering a unique opportunity to witness 144 legendary players in action.
Glen Moray, owned by the French spirits group La Martiniquaise-Bardinet since 2008, traces its origins back to 1897, converting from the West Brewery in Elgin. The distillery is known for its “Cask Explorer” philosophy, embodying the classic Speyside style with a focus on smooth, fruity single malts and a legacy of innovative cask experimentation, including the use of wine casks long before it was widespread. Today, it is recognised as one of Speyside’s largest producers. The Speyside region itself dominates Scottish whisky production, benefiting from favourable climate and soil conditions, with the broader Scottish whisky market projected for steady growth driven by global demand for single malts.
The synergy between premium whisky and major sporting events is well-established, with spirits brands increasingly leveraging sports sponsorship for brand visibility and engagement. For Glen Moray, the Championship has provided a robust platform. Its on-site tasting room, bottle shop, and sampling programmes have consistently proven to be popular attractions. The 2026 Championship saw the introduction of enhanced tasting and masterclass experiences, led by Global Brand Ambassador Iain Allan. These sessions attracted nearly 600 guests who explored Glen Moray’s Explorer, Heritage, Xperience, and Warehouse 1 ranges through complimentary whisky flights.
Beyond tastings, the interactive Glen Moray Chipping Challenge engaged an impressive 1,500 participants, blending golf and whisky in a unique spectator experience. Furthermore, all players in this year’s Championship received a bottle of Glen Moray’s ‘Forbidden Fruit’ expression from the Xperience Range, while hospitality areas and the pre-event Pro-Am tournament featured drams and cocktails.
The 2026 ISPS Handa Senior Open at Gleneagles’ King’s Course culminated in American Jerry Kelly securing his third senior major title. After a compelling four days of play, Iain Allan had the honour of presenting Kelly with a unique bottle of Glen Moray – a single cask #5286, distilled in 1994 and bottled in 2026 exclusively for the Championship. Kelly’s victory, with a final score of 10-under 270, earned him the coveted Senior Claret Jug and a winner’s share of US$447,800 from a total prize fund of US$2.85 million.
You Might Also Like:
Glen Moray explores apple brandy heritage with new ‘Forbidden Fruit’ single malt
JA Resorts & Hotels backs historic Bruntsfield Links upgrade with Golf Hut sponsorship
LMB UK strengthens team to drive growth for Glen Moray, Bardinet and Warner’s Gin
Moray whisky fortunes fall as dynasty loses almost £2bn in a year
Stephen Watt, Commercial and Marketing Director at Glen Moray, commented on the renewed partnership: ‘After three successful years of partnership with the ISPS Handa Senior Open, we are more convinced than ever that world class golf and whisky go hand in hand. Being part of this incredible Championship is a huge source of pride, and an opportunity for us to bring thousands of golf fans into the world of Glen Moray to explore our award-winning range of Speyside single malts. The enthusiasm and feedback we receive every year is overwhelmingly positive. And now, with three more years ahead of us, we look forward to planning more exciting activations and to playing our part in the ongoing success of the Championship.’
Edward Kitson, Championship Director of the ISPS Handa Senior Open, added: “We are delighted to extend our partnership with Glen Moray for another three years. The ISPS HANDA Senior Open is where legends of the game test their skills on some of the finest courses in the UK and It’s only fitting that a legendary Scottish whisky continues to be there. We look forward to working together to showcase their products to the thousands of fans at Royal Porthcawl next year and beyond.”
The Championship is scheduled to return to Royal Porthcawl in South Wales from 22nd-25th July 2027 for its 40th edition, marking the fourth time the venue has hosted Europe’s only Senior Major. Such major golf tournaments are known to deliver significant economic benefits, contributing millions to local economies through visitor spending and global media exposure.
