In MUSIC
The Glenlivet, the world’s No.2 Single Malt Scotch Whisky, “The Single Malt That Started It All“- enjoyed unparalleled success under “The Glenlivet Legacy Series”, 2012 – 2015 focused solely on aligning the brand with leaders such as Hugh Masekela, Ray Phiri, Judith Sephuma and Selaelo Selota in MUSIC.

The campaign strategy, developed and curated by Mason in 2012, has contributed in the unprecedented growth of the brand in South Africa.

The highlight production in The Glenlivet Legacy Live Series was hosted by the incomparable Bra Hugh Masekela and the internationally acclaimed American pianist, Larry Willis; an unforgettable, intimate, music experience at a choice venue in Johannesburg with the African father of jazz.

Guests received an insight into Masekela’s journey in the industry, a global icon with a wealth of experience and wisdom. Joined by Willis, the musicians shared anecdotes of his experiences with music greats such as Louis Armstrong, Ella Fitzgerald, Paul Simon and Billie Holiday.

“A legend is described as having single-minded determination and an irrepressible spirit. As a brand, we believe in the importance of showing our consumers what the brand and legends are about, and Hugh Masekela and Larry Willis embody everything we celebrate. Both artists have been nominated for, and won, a variety of awards, and even with more than seventy years of age behind both of them, their signature sounds are still traversing the globe – leaving a legacy behind for generations to come, much like George Smith who created The Glenlivet, the Single Malt Whisky which has left a legacy as the first licensed distillery in the world,” remarked Mandla Holomisa, The Glenlivet former Brand Manager.

Previous Legacy Live experiences featured renowned Afro Jazz songstress Judith Sephuma, multifaceted award winning Selaelo Selota and the final instalment staged the legendary, Ray Phiri, pairing his narrative with the perfect blend of whisky, inspiration and an audience of high net worth guests all in a private musical setting. A spectacular event, truly “one for the records” as they say.

The TRIBUTE
We look back at the life and times of two global music icons as we pay tribute to “the Father of South African Jazz”, Trumpeter extraordinaire, Hugh Masekela and Legendary Stimela Founder, Internationally renowned singer-guitarist Grammy Award winner, Ray Phiri.

Their music and legacies will live on in our minds and hearts for generations to come.

In TALKS
Following the enormous success of The Glenlivet Legacy Live MUSIC Series, an extension of the campaign, hosted the Legacy Live TALKS featuring Andile Khumalo and Thebe Ikalafeng, in a LIVE TALK Show setting, on the couch with Azania Ndoro.

Exclusive venues in Johannesburg, Cape Town and Durban set the scene for the intimate by-invitation-only inspirational talks. The event brought together a group of 50 businessmen and professionals for bespoke evenings of TALKS and whiskey pairing; in the spotlight The Glenlivet 12, 15, 18 and 21-YO Whiskies.

The Scottish Whisky House pulled out all the stops at this intimate affair, from a French Champagne red-carpet welcome to the endless supply of bite-sized gourmet canapés — and whisky, of course.

The draw card of the events was the opportunity to obtain insights on how to achieve success in business from the suave Andile Khumalo, a seasoned entrepreneur, media mogul and Thebe Ikalafeng, an award-winning pan-African marketer.

The trés chic Radio and TV personality Azania Mosaka, added a touch of glamour to the evenings whilst Brand Ambassador Kutlwano Hlongwane guided the guests on how to best appreciate the whisky.

The campaign media partners were Kaya FM a commercial radio station and Dstv Msanzi Magic a South African digital satellite and general entertainment channel created by Multichoice.

The Glenlivet – The Single Malt that started it all.