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-Caskshare Uses What3Words to Get Round Gagging Order on Provenance of Latest Cask-

EDINBURGH, SCOTLAND, Caskshare has turned to location app what3words to get round a gagging order on the provenance of its latest cask acquisition. Unable to reveal the name of the source distillery, the independent bottler has however been able to pinpoint the location of the unnameable 33YO Islay single malt (52.20%), which goes on sale on the platform today for £2,000 per bottle, using what3words address ///began.tasteful.icon.

It is the first time what3words has been used to circumvent a naming ban and, commenting on the release, Caskshare managing director, John Robertson, said: “In this secret bottling, we’re giving consumers an incredible opportunity to buy an extremely rare Islay malt for a fraction of what it would cost for a named release.  While we are prohibited from using the distillery name, we can show where the whisky has been distilled and we’re using what3words’ innovative mapping technology to give customers transparency on its origins.”

Giles Rhys Jones, CMO of what3words, added: “It is always incredible to see the variety of imaginative ways what3words can be used: from sharing meeting spots with friends, or specifying a precise delivery location, to creatively naming a unique whisky. Caskshare’s approach of sharing the what3words address of the cask is helping to give customers a glimpse of the distillery where the whisky was made.”

As with all its single-cask bottlings, Caskshare has commissioned an individual piece of art for the label design. Working purely from the what3words address to allow the mystery and intrigue of the cask to be captured in his artwork, natural landscape painter Harry Frost has been given this commission.

Around 235 bottles will be drawn from the cask in November 2023.  The sale is open to customers worldwide (£2,000 / €2,965 / $3,225) from now until 12pm on Friday 28th April at https://caskshare.com/ballot/the-unnameable-islay-gb

A cask-to-glass service, Caskshare was founded in 2019.  As well as selling whiskies from 13 new-wave distilleries including Arbikie and Raasay, Caskshare acts as an independent bottler, acquiring rare single malt casks direct from distilleries to enable people to get a taste of one-of-a-kind whiskies across a range of price points that can’t be found anywhere else.

what3words is revolutionising the way we communicate location. It has divided the world into a grid of 3m x 3m squares, and given each square a unique combination of three words: a what3words address. Now every parking space, stunning viewpoint, tucked-away side passage and large building entrance has its own what3words address. For example, ///slot.friday.puff takes you to a stunning viewpoint of Edinburgh Castle. The what3words app is available in 54 languages to date, and is free to download for both iOS and Android, as well as the online map.

About Caskshare

It’s not just the angels who take a share of every cask, with Caskshare now everyone can. Offering a ‘cask to glass’ service, Caskshare makes it simple for anyone to have a share of fine and rare single malts. The premise is simple. One share = one bottle and single-bottle shares start from as little as £40.

Selling one-of-a-kind whiskies by the bottle opens up a world of possibilities – bottle shares can be bought for one cask, across a portfolio of malts or distilleries meaning buyers can stick to what they know and like or embark on a journey of flavour exploration, to enjoy for themselves, to keep or to gift.

About what3words

Co-founded in London in 2013 by Chris Sheldrick, what3words is a simple way to talk about precise locations. A what3words address is a human-friendly way to share very precise locations with other people, or to input them into platforms and machines such as ride-hailing apps or e-commerce checkouts. It is optimised for voice input and contains built-in error prevention to immediately identify and correct input mistakes.

The free what3words app, available for iOS and Android, and the online map enables people to find, share and navigate to what3words addresses in 54 languages to date. Millions of what3words addresses are in use around the world, with thousands of businesses using them to save money, be more efficient and provide a better customer experience. what3words is easily integrated into apps, platforms and websites. Products are available for free or for a nominal fee for qualifying NGOs. Its partners include Mercedes-Benz, Jaguar Land Rover, Evri, Subaru, Lamborghini, DPD, DHL, the AA and many emergency services across the world.

what3words has a team of over 150 people, across offices in the UK, USA, Germany, India, South Korea, Vietnam, and Mongolia. The company has raised over £100 million in capital from investors such as Intel, Ingka (Ikea), Mercedes-Benz, Aramex, Deutsche Bahn, Subaru and Sony Innovation Fund.