In a whisky industry world first, single malt enthusiasts will get the chance to help design the launch photography for Glenmorangie’s pioneering crowd-managed whisky.
Starting today (Tuesday 21st January), members of the public can upload photographs to three online moodboards accessed at www.glenmorangie.com/caskmasters each with a different theme: Chosen by Many; From Spain to Scotland; Pioneering Innovation.
These three themes relate to the innovative crowd-managed nature of the Cask Masters programme and also to the whisky itself, Taghta, which has been extra matured in Manzanilla sherry butts.
World-renowned photographer Kevin Mackintosh will then create three stunning public-inspired images which will be put to an online vote. The result will be used in promotional shots for the new whisky and form the centrepiece of the worldwide marketing campaign.
The public can submit images until 2nd February. The photographer then has until 19th February to produce three “beauty shots” which will be put to an online vote, ending on 9th March.
Photography is the penultimate stage in Glenmorangie’s world first Cask Masters whisky creation programme which aims to get members of the public involved in helping to shape all elements of a new single malt whisky.
Cask Masters is the brainchild of Glenmorangie’s Dr Bill Lumsden, Director of Distilling & Whisky Creation, who is accompanied on each step of the five-step process by an expert in the relevant field. Dr Bill Lumsden commented: “This really is a ground-breaking initiative with whisky aficionados having a genuine say in each step of crafting this exclusive Glenmorangie single malt”.
“The public response has been outstanding and we are really grateful for all the excellent ideas which have gone into inspiring this programme. I’m not surprised though, it’s not everyday you get the chance to create your own whisky.”
Kevin Mackintosh said: “I’m really looking forward to what the Glenmorangie fans across the globe come up with. I usually travel the world seeking inspiration for my photographic compositions but in this case the world is coming to me.”
Cask Masters was launched on 1 March 2013 and will run for 18 months with the new Limited Edition Glenmorangie whisky ready for release in the autumn of 2014.
The whisky was selected when three casks of whisky were put to a public vote earlier this year. The name Taghta, Scots Gaelic for ‘Chosen’, was selected after thousands of suggestions were whittled down to a shortlist of three names, translated by Gaelic expert Dr Aonghas MacCoinnich and put to an online vote.
Whisky fans worldwide then uploaded pictures and design ideas to a special online gallery and three new bottle designs were produced by branding expert Jon Davies. The winner, selected by the public, was “Two Stories” – inspired by imagery from both the provenance of the casks in Southern Spain, and also from the area surrounding the Glenmorangie Distillery, such as the historic Cadboll Stone.
This is the fourth and penultimate stage in the programme, with the final stage being the selection of the worldwide launch venue.