The public have spoken: three whisky designs go to online vote as part of industry world first 

— Crowdsourcing venture is part of Glenmorangie’s Cask Masters programme which gives enthusiasts the chance to help create a new whisky: from selecting the actual liquid, to naming, to designing the packaging, photography and even influencing the location of the launch event — 

— SUGGESTED TWEET: @theglenmorangie #caskmasters programme seeks YOUR opinion on their next bottle design. To have your say visit: www.glenmorangie.com/caskmasters — 

From today (09:00 on 4 December) for the first time ever, whisky aficionados worldwide get to vote on the packaging design of a new single malt which they have helped to inspire. 

The initiative is part of Glenmorangie’s world first Cask Masters whisky creation programme which aims to get members of the public involved in the process. 

It 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, extra-matured in exclusive Manzanilla sherry casks, had already been selected when three casks of whisky were put to a public vote earlier this year. 

Whisky fans have also selected the name Taghta (Tuh-ta), Gaelic* for Chosen, 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. 

Following a month-long period when whisky fans worldwide uploaded pictures and design ideas to a special online gallery, three new packaging designs have been produced by branding expert Jon Davies from leading London design agency Butterfly Cannon. 

Today the designs are put to the public vote with Glenmorangie fans able to choose the label and carton which, from next September, will be available for online purchases world-wide. 

Cask Masters is the brainchild of Glenmorangie’s Dr Bill Lumsden, Director of Distilling & Whisky Creation, who is accompanied by an expert in each field of the five-step process. 

Dr Bill Lumsden commented: “This is a wonderful opportunity for fans of Glenmorangie to really help create a new single malt whisky and the plans for its launch. Some of the ideas uploaded by the public have been truly inspirational, from lighthouses to parachutes to contestants competing in a Highland Games.” 

Butterfly Cannon Founder, Jon Davies, commented “It has been amazing to get the chance to involve so many consumers in the creative process: I feel I have had a studio full of hundreds of creatives rather than tens! The images and ideas have been perfect for the designers, sparking compelling brand and product stories which have been brought to life in three unique packaging designs. I am fascinated to see which one Glenmorangie aficionados will choose.” 

For more information visit: www.glenmorangie.com/caskmasters 

Voting closes on 6 January and the chosen packaging will be revealed on 7 January. One of the voters will win an Apple iMac. 

NOTES TO EDITORS:

Glenmorangie has already taken inspiration from Gaelic with the name of some of its most famous creations. Within its exclusive Private Edition range of whiskies, it has selected names to reflect each expression, with Artein meaning “Stone”, and Finealta meaning “Elegant”. 

At the later stages of the Cask Masters programme experts will also offer their guidance on the photography and launch suggestions received from whisky fans. 

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. 

About Glenmorangie:

Glenmorangie Single Malt Scotch Whisky originates in the Scottish Highlands where, at the Glenmorangie Distillery, it is distilled in the tallest malt whisky stills in Scotland, expertly matured in the finest oak casks, and perfected by the Men of Tain. The Distillery was founded in 1843 and is renowned as a pioneer in its field uniting tradition with innovation to create ‘unnecessarily well made whiskies.’ 

Responsible Drinking:

The Glenmorangie Company advocates responsible drinking and suggests that drinkers savour Glenmorangie whiskies in moderation and in line with recommended daily guidelines for alcohol consumption. 

For more details: www.glenmorangie.com/caskmasters or Twitter: #caskmasters @theglenmorangie