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Glenmorangie launches Pride 1978

With the launch of Pride 1978,  its most exclusive whisky to date, Glenmorangie aims to build on the success of its Pride 1981 bottling (released in 2011).

Crafted by Dr Bill Lumsden, director of distilling and whisky creation for Glenmorangie, the new 34-year-old edition started as a vintage 19-year-old whisky before being extra matured in casks which had once contained a French Premier Grand Cru claret for 15 years. Only five casks of this precious whisky were laid down, making this latest single malt extremely rare. There will only be 700 bottles available worldwide. 

Dr Lumsden says: “The resulting liquid is a luxurious burnished copper with rich, decadent and delicious scents of chestnut, toffee and cherries. I believe this is my most exquisite expression yet, one that will be savoured by whisky enthusiasts across the globe.”

The packaging for this new release is similar to that of the 28-year-old. The Baccarat decanter designed by Laurence Brabant has a cork stopper inset in a wooden signet and engraved. The box, designed by Wouter Scheublin, is of the same construction but is in a new deep red wood with a vibrant red interior to reflect the red wine casks. And to mark the release of Glenmorangie’s rarest single malt, internationally acclaimed artist Idris Khan has created a unique piece of artwork to accompany the purchase, entitled ‘Disappearing Casks’.

Khan says: “I am absolutely delighted to work with Glenmorangie. When visiting the distillery in Tain I was immediately mesmerised. The vision of the casks has stayed with me and provided inspiration for Disappearing Casks. I was born the same year that the casks were laid down and it feels very fitting that I am helping to tell its story.”

The artwork represents traces of the distinctive whisky casks at Glenmorangie’s distillery in Tain. It is these five casks that have produced Glenmorangie’s finest single malt so far.

ButterflyCannon was the aggency tasked with creating a design that retained the existing iconic Pride decanter and coffret while amplifying both its prestigious nature and its exclusive story. The creative execution cloaked the outer coffret in a deep burgundy oak finish, while enlivening the inside through a sumptuous metallic red finish. The decanter’s distinctive outer ‘cask’ ring and metal stopper are clad with deep red lustrous wood panels.

“Building on the success of Pride 1981, Glenmorangie wanted to ensure that we retained the distinctive ‘aesthetic’ recognition whilst further distinguishing Pride 1978’s exclusive story and increased rarity and prestige. We’ve created a truly seductive piece of packaging and visual merchandising. Something which has filled us with immense Pride!” says Jon Davies, creative director at ButterflyCannon.

Bottled at 47.4% ABV, Glenmorangie Pride 1978 has a RSP of £3,900 and will be exclusively available from July 10-22. From July 23, 2014 it will available at specialist retailers and department stores. Only 700 decanters of Glenmorangie Pride 1978 will be available, accompanied by a signed, limited edition print of Idris Khan’s artwork.

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, matured in the finest oak casks, and perfected by the 16 Men of Tain. The distillery was founded in 1843 and is renowned as a pioneer in the whisky industry, uniting tradition with innovation. The company is part the wine and spirits division of Moët Hennessy Louis Vuitton (LVMH). Headquartered in Edinburgh, Scotland, it produces two main single malt brands – Glenmorangie single Highland malt whisky and Ardbeg single Islay malt.

Idris Khan
Artist Idris Khan has received international acclaim for his minimal, yet emotionally charged, photographs, videos and sculptures and is without question one of the most exciting British artists of his generation. Whilst Khan’s mindset is more painterly than photographic, he often employs the tools of photomechanical reproduction to create his work. Photographing or scanning from numerous source materials he builds up the layers of scans digitally, which allows him to meticulously control minute variances in contrast, brightness and opacity.

11 July 2014 - Felicity Murray The Drinks Report, editor