Whyte & Mackay Challenges City Explorers to Find Shackleton Whisky

Bottles hidden across UK & Ireland can only be found via smartphone app Repudo

Whisky giant Whyte & Mackay has challenged social media explorers in the UK and Ireland to find 10 bottles of its award-winning Shackleton replica whisky.

Reflecting the story of adventure behind the special edition Mackinlay’s – a recreation of the 100 year old whisky found near the South Pole at Shackleton’s 1907 camp – Whyte & Mackay are giving people the chance to discover a bottle in their own cities.

All people have to do is download the Repudo app to their Android/BlackBerry/iPhone device and then seek out the £100 bottle.

The company is using the digital object service for the first time to drop 21 tags in 10 cities. The number 21 was picked to reflect the number of crew members involved the 1907 Nimrod voyage.

But only one of the Repudo tags in each city “contains” a bottle of the whisky. The rest are empty. But explorers will have a choice of picking up the empty ones – making it easier for everyone to find the real one – or leave them for others to find.

Rob Bruce, head of PR for Whyte & Mackay, said: “Shackleton was a top explorer so what better way to mark the success of this whisky than by encouraging people to explore their city.

“It would be impractical and irresponsible to leave a real bottle out in the street, but this approach maintains the element of adventure in a safe and engaging way.

“We’ll update the blog at our site EnduringSpirit.com so that people know when a bottle has been found, and we’ll keep the competition open until they are all found.”

The Repudos will be rolling out on a week by week basis on the following timetable:

W/B Nov 14: Dublin, Belfast

W/B Nov 21: Glasgow, Edinburgh

W/B Nov 28: Cardiff, Leeds

W/B Dec 5: Southampton, Manchester

W/B Dec 12: London, Birmingham

All the explorers have to do is:

1) Download the Repudo App (available for iPhones, BlackBerry and Android devices)

2) Turn it on

3) Click Nearby to find the Repudos in the area

4) Search through the Repudos to find the right one

The official Shackleton site can be found at http://www.enduringspirit.com while the Facebook page is at https://www.facebook.com/EnduringSpirit