What’s in a name…public chooses identity of new single malt whisky
— Industry world first sees whisky fans name single malt Taghta (Tuh-ta), Gaelic for Chosen —
— Crowdsourcing venture is part of Glenmorangie’s Cask Masters programme which gives enthusiasts the chance to help create a new whisky: from selecting the whisky, to naming, to designing the packaging and even influencing the launch event —
Whisky fans worldwide have for the first time ever chosen the name of a new single malt.
The whisky – which has spent a number of years extra-maturing in exclusive Manzanilla sherry casks – has already been selected by the public when three casks of whisky were put to a vote earlier this year.
Last month it was revealed that Glenmorangie had asked enthusiasts to choose the name of its new single malt whisky.
Scotland’s favourite malt whisky producer received thousands of suggestions, which were whittled down to a shortlist of three, translated in to Gaelic by expert Dr Aonghas MacCoinnich, and put to an online vote.
The winner, announced today (Wednesday 18 September) is Taghta (Tuh-ta), Gaelic* for Chosen. Coileanta (Coh-lahn-tah), Gaelic for Mastery came second while Salainn (Sahl-ing), Gaelic for Salt came third.
Glenmorangie is keen to maintain links with its Gaelic heritage. Many of Glenmorangie’s finest whiskies boast Gaelic names while Glenmorangie itself famously means “Glen of Tranquility”.
Dr Aonghas MacCoinnich is a researcher in the history of the Highlands at the University of Strathclyde. He was formerly a tutor in Celtic and Gaelic at the University of Glasgow and grew up speaking Gaelic as a first language on the Isle of Lewis. Dr MacCoinnich helped Glenmorangie choose the shortlist and translated the names into Gaelic.
He said: “As predicted, it was really difficult to pick out the best three names from the thousands of entries we received from across the world.
“The public have now chosen their favourite and I’m very pleased with the result. It really is a good “choice” in all senses of the word. “Taghta” is widely used in Gaelic meaning something that is “excellent”, “choice” or “chosen” and is used to convey the idea of something that is well done.”
The initiative is part of Glenmorangie’s unique crowdsourcing Cask Masters whisky creation programme which aims to get members of the public involved in the whisky-making process. It was launched on 2 March 2013 and will run for 18 months with the new limited edition Glenmorangie whisky ready for release in the autumn of 2014.
And from today (Wednesday 18 September) stage three of the five-step Cask Masters programme begins where members of the public can upload pictures and ideas to an online gallery to inspire the packaging of the new Limited Edition single malt whisky.
Working with packaging expert Jon Davies from leading London design agency Butterfly Cannon, Glenmorangie will then create three designs which again will be put to a public vote. Whisky fans can take part by logging on to www.glenmorangie.com/caskmasters
Cask Masters is being overseen by Glenmorangie’s Dr Bill Lumsden, together with an expert in every field of the five-step process.
Dr Bill Lumsden, Director of Distilling and Whisky Creation at the Glenmorangie Company said: “This name truly resonates and I don’t think we could have done any better if we’d chosen it ourselves! Glenmorangie has already taken inspiration from Gaelic for the names of some of its most famous creations and we are delighted that this unique whisky has such an intriguing name.
“Stage three of Cask Masters is now open and it’s going to be very interesting. Have you ever wandered through Duty Free at an airport wondering just how companies come up with the wonderful designs on the packaging? We’re sure the public won’t disappoint: we’re certainly impressed with the results so far.”
NOTES TO EDITORS:
Glenmorangie has already taken inspiration from Gaelic with the name of some of its most famous creations. For example Glenmorangie itself means ‘Glen of Tranquility,’ while within our exclusive Private Edition range of whiskies, we have 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: @theglenmorangie
About Dr Aonghas MacCoinnich:
Aonghas MacCoinnich is a native of the Isle of Lewis and grew up in a Gaelic-speaking community. While taking a PhD at the University of Aberdeen he wrote a thesis on the Mackenzie clan in the Ross area, in the north of Scotland, (1466-1638) entirely in Gaelic – the first history thesis at Aberdeen written in that language. He has worked as a Gaelic tutor and lecturer at the University of Glasgow (2005-2010) and a teacher in the history of the Scottish Highlands at the University of Strathclyde (2010-2013).
*All three Gaelic names in the shortlist are Scottish Gaelic.
