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Glenmorangie unveils final stage of Cask Masters
By Amy HopkinsGlenmorangie has unveiled the final stage of its Cask Masters programme where members of the public can select where the “world’s first” crowd-managed single malt should launch.
Glenmorangie has unveiled the final stage of its Cask Masters programmeThe Moët Hennessy-owned single malt has been seeking input from members of the public across the world at various stages of the creation of its new limited edition whisky, named Taghta.
Members of the public can now vote where they think the new whisky should launch as part of the final stage of the initiative.
A panel of judges will then compile a shortlist of locations for those who have become a “cask master” to select from.
Launched in March 2013, the Cask Masters programme has invited members of the public to help influence every stage of bringing a new single malt to market: from the whisky itself, to its name, packaging design and photography.
“Glenmorangie Cask Masters is a whisky programme like no other and we wanted to share our innovative approach to whisky creation by involving our fans on every step of the journey,” said Dr Bill Lumsden, director of distilling and whisky creation at Glenmorangie.
“Glenmorangie Taghta will be the single malt that has been influenced by whisky lovers, for whisky lovers and we’re very much looking forward to seeing how the public vote during the final phase.”
Lumsden added that a limited edition range Taghta whisky will be exclusively available to the fans who have been involved in its creation process.
Voting is now open to select the launch location of the new single malt, while fans can vote on the shortlist from 5 May. The winning location will be announced on 9 June.
Glenmorangie also revealed that one fan and a companion will have the opportunity to attend the official launch of Taghta in September 2014.