WHAT WILL BE THE ‘CHOSEN’ LOCATION? ASKS GLENMORANGIE
— Final stage in Glenmorangie’s innovative “crowd-managed” whisky creation programme asks fans to pick a location for a launch event – anywhere in the world – and win the chance to attend—
— Last chance for people to sign up to be able to purchase the limited edition single malt —
— First reveal of the iconic photography by Kevin Mackintosh that will showcase the whisky to the world —
Glenmorangie, Scotland’s favourite malt whisky, is calling on people across the globe to make history by choosing where in the world it should launch the industry’s first “crowd-managed” single malt.
From today (Thursday 27 March), members of the public can suggest any of the world’s most renowned locations to launch Taghta, which has been created through the company’s Cask Masters initiative.
An expert panel will then whittle the proposed places down to three exclusive locations and everyone who has become a ‘Cask Master’ will have a chance to vote for the final destination. One fan and a companion will win the chance to attend the exclusive unveiling event, which will take place in September 2014.
Launched in March 2013, the Cask Masters programme – the brainchild of Glenmorangie’s Dr Bill Lumsden, Director of Distilling Whisky Creation – 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.
Each step of the process has enlisted the guidance of experts, with Jason Scott, co-founder of Edinburgh’s Bramble Bar – ranked in the world’s top 50 bars for 5 years running – leading the panel on this final stage. He will use his extensive expertise of managing high profile brand launches to review all the ideas and decide on the final three launch locations to be put to a public vote.
He said: “To hand responsibility and ownership, even partially, in the development and design of a whisky launch over to the public shows a great degree of forward thinking and innovation – innovation which I believe the whisky industry has never seen before.
“It shows how much Glenmorangie trusts its consumers and will no doubt excite those who may have not encountered the whisky or the brand before.
“The final stage of this program is a celebration of everybody’s input in to the end product and the process itself. To be on board to help guide the launch and unveiling of Glenmorangie Taghta is such a privilege.”
The selection of the worldwide launch event is the last stage in the Cask Masters programme, with the final three locations open for voting on 5 May and the winning destination announced on 9 June.
This final stage is also the last chance for whisky fans to sign up to Cask Masters, allowing them to purchase the limited edition bottling, expected to become a collector’s item, when it goes on sale later in the year.
In the previous phase members of the public were asked to choose an image taken by world-renowned photographer Kevin Mackintosh which will be used extensively in the marketing of the whisky.
Revealed for the first time today (Thursday 27 March) the image chosen captures the spirit of Glenmorangie Taghta and the Cask Masters programme.
Kevin Mackintosh has worked on commissions for the New York Philharmonic, the Bolshoi Theatre in Moscow and more recently the Royal Opera and Royal Ballet Companies in London. He has taken portraits of global icons such as Vivienne Westwood and Christian Louboutin and collaborated with ‘Christies’ in their first Worldwide Advertising Campaign.
Kevin said: “I have really enjoyed being involved in Glenmorangie’s Cask Masters programme. The variety of ideas submitted by Glenmorangie fans around the world were truly inspiring.
“The fans’ moodboards provided a creative springboard for me to develop the final three images, which although distinctive in theme, have one thing in common; they all capture the essence of Taghta.”
Glenmorangie’s Dr Bill Lumsden, Director of Distilling Whisky Creation commented: “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.
“The response we have seen so far has been brilliant. And to show our appreciation, the limited edition range of the new whisky will be exclusively available from September 2014 to the fans that have been involved in its formation online.
“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.”
For more information and to register for the limited edition single malt visit: www.glenmorangie.com/caskmasters or Twitter: #caskmasters @theglenmorangie
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’.
About Jason Scott:
Jason Scott has an enviable talent for creating delicious drinks, channelling this passion professionally to create a successful business and admired reputation within an industry he loves.
Having worked in and run some of Edinburgh’s best bars he then moved to events, consultancy and brand development, building and seeding some of the industry’s most innovative spirits.
In 2006 Jason was able to realise his dream of opening his own cocktail bar, Bramble with his business partner Mike Aikman. Since then they have opened The Last Word Saloon and most recently Lucky Liquor Co – all in Edinburgh.
Bramble Bar – Accolades
World’s 50 Best Bars – Drinks International – 2009, 2010, 2011, 2012, 2013
Top 25 Bars in Europe – Cocktails Spirits Awards – June 2012
The 50 Greatest Bars on Earth – Sunday Times – May 2012
Best Bar in the UK – Observer Food Monthly – 2009
About Kevin Mackintosh:
Kevin Mackintosh was born in Africa, but left 15 years ago for the United Kingdom, (where he lives, dividing his time between New York, London and Paris).
While his work expresses a personal ‘universe’ that combines an interest in European cinema, theatre and art, there is something about the largesse of his native country’s landscape and its many cultures which has left indelible marks.
It is there, equally, in the broody sense of nostalgia for a glorious – real or imagined – mythology so evident in his many collaborations with The Bolshoi, Royal Opera and Royal Ballet Companies…shooting film and stills. The work was acquired by the National Portrait Gallery in London for its permanent collection.
He has also completed a series on the New York Philharmonic and a collaboration with ‘Christies’ in its first Worldwide Advertising Campaign. Kevin’s work has been exhibited across the world, both in solo and group exhibitions and published in many photographic journals, and books.
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.