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Glenmorangie seeks public design input for new whisky
By Becky PaskinGlenmorangie is to put the design of its next limited edition whisky to an online vote, relying on the public to choose the look of both the label and packaging.
The Glenmorangie Cask Masters uses public opinion to help create its new limited edition whiskyThe initiative is the next stage in the Glenmorangie Cask Masters, a campaign first launched in March 2013 that has seen whisky fans get involved with the entire process of creating a new limited edition whisky.
Fans have already chosen the liquid – a manzanilla Sherry-aged whisky – in a vote earlier this year, as well as the name Taghta (Tuh-ta), which is Gaelic for “chosen”.
The entire initiative is the work of Dr Bill Lumsden, director of distilling and whisky creation, who has been accompanied by an expert in each field for every step of the process. For the packaging phase, Lumsden has enlisted the expertise of Jon Davies, founder of design agency Butterly Cannon.
For the past month, whisky fans have been uploading images and design ideas to an online gallery, which have now been whittled down to three shortlisted entries. The public are now able to vote for their favourite (since 3 December), until 6 January.
“This is a wonderful opportunity for fans of Glenmorangie to really help create a new single malt whisky and the plans for its launch,” Lumsden said. “Some of the ideas uploaded by the public have been truly inspirational, from lighthouses to parachutes to contestants competing in Highland Games.”
The entire process lasts for 18 months, with a view to launch Glenmorangie Taghta in September 2014.
To vote for your favourite design, visit www.glenmorangie.com/caskmasters.