Darey Art Alade Leads Glenmorangie’s Biggest Africa-Focused Campaign Yet

Luxury brands have long turned to celebrities to tell their stories. Increasingly, however, the most compelling collaborations are those that allow cultural figures to shape the narrative rather than simply front it. Glenmorangie’s new pan-African campaign, Once Upon A Time in Scotland, is built on that premise, placing three of the continent’s leading creative voices at the centre of a story about craftsmanship, heritage and place.

The Highland single malt has unveiled what is arguably its most ambitious Africa-focused campaign to date, bringing together Nigerian musician and creative executive Darey Art Alade, Kenyan actress Kate Kamau and South African author Khaya Dlanga for an immersive journey through Tain, Scotland, the home of Glenmorangie for more than 180 years. Rather than positioning them as ambassadors in the traditional sense, the campaign invites each creative to experience the people, landscapes and traditions behind the whisky before interpreting that experience through their own perspective.

The timing couldn’t be more perfect. African creatives have become increasingly influential in shaping global culture, prompting international brands to rethink how they engage audiences across the continent. Instead of simply adapting global campaigns for local markets, Once Upon A Time in Scotland begins with African voices, recognising them not just as participants but as storytellers capable of bringing fresh context to an established brand.

For Nigeria, that story is anchored by Darey Art Alade, whose decades-long career has seen him move seamlessly between music, live entertainment and creative entrepreneurship. His participation offers a distinctly Nigerian perspective on a campaign that seeks to connect Scotland’s centuries-old whisky tradition with a new generation of African consumers.

The campaign unfolds across films, conversations and cultural experiences in Nigeria, Kenya and South Africa between July and December 2026. Its Nigerian premiere was marked by The Circle of Influence Dinner: Founders Edition in Lagos, hosted by Darey Art Alade. The intimate gathering brought together founders, creatives and industry leaders including Deola Art Alade, Ugo Mozie, Ijeoma Balogun, Priscilla Ojo Mkambala, Yhemo Lee, Osa Seven, Carrington Harris, Mark Smithson and Solomon Sonaiya, creating a space where conversations about creativity, entrepreneurship and craftsmanship mirrored the themes at the heart of the campaign.

Reflecting on the experience, Darey described the visit to Scotland as an opportunity to understand the philosophy behind Glenmorangie’s approach to whisky making.

“Going to Scotland felt like going to the source; meeting the people behind the craft and understanding the discipline, patience and intention that shape the finished experience. Whether you are making music, directing a production, building a platform or crafting whisky, character is shaped over time. The most meaningful work cannot be rushed.”

For Glenmorangie, the collaboration represents a broader investment in the continent’s creative economy. Rather than treating Africa as a single market, the campaign acknowledges the richness of its cultural voices and the growing influence they wield globally.

“Africa’s creatives are defining the next era of storytelling,” said Derek Ruediger, Glenmorangie International Marketing & Commercial Director. “By inviting African voices to be at centre stage, we hope to bring greater relevance and interesting new perspectives on our brand stories to local audiences.”

At its heart, Once Upon A Time in Scotland is about exploring the values that shape Glenmorangie whisky. By placing African storytellers alongside the people and traditions behind Glenmorangie, the campaign finds common ground between craftsmanship developed over generations and a continent whose creative industries are increasingly defining the global cultural conversation.