Glenmorangie, Scotland’s favourite single malt whisky, is calling on people across the globe to make history by choosing where in the world it should launch the industry’s first ‘crowd-managed’ single malt. From today (Thursday 27th March), members of the public can suggest any of the world’s most renowned locations to launch Taghta, which has been created through the company’s Cask Masters initiative.
An expert panel will then choose a shortlist of three exclusive locations and everyone who has become a ‘Cask Master’ will have a chance to vote for the final destination. One fan and a companion will win the chance to attend the exclusive unveiling event, which will take place in September 2014.
Launched in March 2013, the Cask Masters programme – the brainchild of Glenmorangie’s Dr Bill Lumsden, Director of Distilling & Whisky Creation – has invited members of the public to help influence every stage of bringing a new single malt to market: from the whisky itself, to its name, packaging design and photography.
Each step of the process has enlisted the guidance of experts, with Jason Scott, co-founder of Edinburgh’s world-renowned Bramble Bar, leading the panel on this final stage. Jason states: “To hand responsibility and ownership, even partially, in the development and design of a whisky launch over to the public shows a great degree of forward thinking and innovation. It shows how much Glenmorangie trusts its consumers and will no doubt excite those who may have not encountered the whisky or the brand before. To be on board to help guide the launch and unveiling of Glenmorangie Taghta is such a privilege."
The selection of the worldwide launch event is the last stage in the Cask Masters programme, with the final three locations open for voting on 5th May and the winning destination announced on 9thJune. This final stage is also the last chance for whisky fans to sign up to Cask Masters, allowing them to purchase the limited edition bottling when it goes on sale later in the year.
In the previous phase members of the public were asked to choose an image taken by world-renowned photographer Kevin Mackintosh which will be used extensively in the marketing of the whisky. The chosen image is revealed for the first time today (Thursday 27th March).
Glenmorangie’s Dr Bill Lumsden, Director of Distilling & Whisky Creation commented: “Glenmorangie Cask Masters is a whisky programme like no other and we wanted to share our innovative approach to whisky creation by involving our fans on every step of the journey.
“The response we have seen so far has been brilliant. And to show our appreciation, the limited edition range of the new whisky will be exclusively available from September 2014 to the fans that have been involved in its formation online.
“Glenmorangie Taghta will be the single malt that has been influenced by whisky lovers, for whisky lovers and we’re very much looking forward to seeing how the public vote during the final phase.”
For more information and to register for the limited edition single malt visit: www.glenmorangie.com/caskmasters