The ISPS Handa Senior Open attracts a diverse audience, including enthusiasts who come to witness former European and major champions in person.
The audience is very likely to belong to the 50+ age group, who are loyal to well-known Scottish whisky brands and prefer neat whisky or classic whisky cocktails.
There is another segment of the audience who are drawn by the event’s esteemed reputation and the historic significance of its venue, the Old Course at Sunningdale Golf Club.
These factors may have significantly influenced and motivated the Glen Moray manufacturer to fully leverage its sponsorship partnership with the ISPS Handa Senior Open, which was established in 2024.
“Statista data projects the whisky market will have $90 billion in combined global revenue in 2025, split roughly $68 billion in at‑home sales and $22 billion out‑of‑home.”
An interesting trend among today’s consumers is their global shift toward quality over quantity. Demand for single malts, rare editions, and craft bottlings remains high among affluent younger drinkers and collectors.”
Glen Moray is the Official Whisky of the 2025 ISPS Handa Senior Open
Glen Moray will be returning with its whisky bar to the Championship Village at this year’s event.
They will be offering a selection of award-winning whiskies and cocktails for the 35,000 spectators expected to attend at the iconic Sunningdale Golf Club in Berkshire from July 24th to 27th.
Proceedings over the four-day event will include:
- An extended menu of single malts, including drams from Glen Moray’s Explorer, Heritage, Xperience, and Warehouse 1 ranges.
- The launch of a refreshing new highball menu, featuring three recipes that explore the different flavours and characteristics of Glen Moray’s whiskies.
- A Sunningdale exclusive in the shape of Glen Moray Forbidden Fruit, giving spectators a preview of the 3rd edition of the distillery’s Xperience Series, before it lands on shelves in the UK later this year.
- Daily tastings and masterclasses with Global Brand Ambassador Iain Allan, inviting guests to sample and learn more about Speyside, Scotch whisky, and the secrets of Glen Moray Distillery.
- A 5 pm daily Championship cocktail hour, serving up specially commissioned Glen Moray ‘Oak Fashioneds’ in honour of Sunningdale’s famous oak tree;
- Limited edition branded hip flasks on sale in the Glen Moray shop, plus a personalised branded leather bottle tag which is complimentary with select purchases.
- The new Glen Moray Chipping Challenge – the ultimate ‘golf meets whisky’ skill test at Sunningdale’s 13th hole, where avid amateurs can attempt to chip balls into three barrels from the distillery.