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Glenmorangie in world first whisky creation

The public can now vote on the packaging design for Glenmorangie's new crowd sourced whisky as a choice of three designs go online.

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 1st 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 Manzanilla sherry casks, has 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, 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 on-line purchases worldwide.

To take part visit Voting closes on 6th January 2014 and the chosen packaging will be revealed on 7th January. If further incentive to get involved is needed, one of the voters will receive an Apple iMac.

Cask Masters is the brainchild of Glenmorangie’s Dr Bill Lumsden, director of distilling and whisky creation, who is accompanied by an expert in each field of the five-step process.

Dr Bill Lumsden comments: “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, adds: ‘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.”

9 December 2013 - Felicity Murray The Drinks Report, editor