Glenmorangie Announces Cask Masters
Glenmorangie is proud to announce the launch of an innovative whisky programme, which will involve fans of Scotland’s favourite malt in the selection of a brand new limited edition whisky: ‘Glenmorangie Cask Masters’, will run for 18 months and will involve consumers across the world in the development of a new release to launch in late 2014.
Working with Dr. Bill Lumsden, Director of Distilling and Whisky Creation at the Glenmorangie Company, consumers will be able to join him on a five-stage journey where their opinions and votes will determine the outcome of the new whisky. The winning dram will be chosen from three different ageing whiskies that are nearing the end of their maturation at Glenmorangie Distillery.
During the 18-month programme consumers will be able to:
· Vote for their favourite of the three maturing whiskies
· Be involved in the naming of the new expression
· Decide what direction the packaging and design will take
· Choose the photographic style that will bring the new limited edition to life
· Help choose the location of the launch and win the chance to attend it
At each stage participants will also be able to win prestigious prizes including a VIP visit to the Glenmorangie Distillery and a trip to the country of origin of the oak cask in which the winning whisky has been matured.
Dr. Lumsden has already revealed his selection of the three whiskies to a group of leading international whisky experts, who have all independently offered their initial views on his selection. Their tasting notes are available on the Glenmorangie Cask Masters website to guide participants.
At the later stages of the programme, design and photography experts will also offer their thoughts on the naming, packaging and launch suggestions received from Glenmorangie whisky fans.
Dr Bill Lumsden explained: “This is a very bold move for us – for years we have listened to fans of the brand and their views and reactions to the whiskies we have introduced. Now it’s their turn to become truly involved and I hope as many whisky aficionados as possible around the world will be able to join in and enjoy each stage of this exciting 18 month journey.
“We have crafted three rare whiskies for fans to choose from and those participating will be able to follow the process and interact online at www.glenmorangie.com/caskmasters
Michael Atkinson, Marketing Manager for Glenmorangie added, “We also know that people love to offer opinions on naming and label design so we look forward to involving whisky fans in this exciting process. As the whisky is ultimately at the heart of the programme, participants will be given the opportunity to sample the three whiskies at whisky shows around the world. A full list will be revealed on the website ensuring that as many as possible can get the chance to taste them in the ‘real world’.
“Glenmorangie Cask Masters will be easy to follow on our website which will be the forum where participants can voice their opinions, and watch the entire progress of the new expression unfold.”
Michael concluded: “A few years ago this would have been impossible to organise, but with crowd-sourcing in vogue, and technology now making it more accessible, Cask Masters allows us to harness the enthusiasm and passion of our Glenmorangie aficionados.”