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Wednesday 23 April 2014

Glenmorangie launches design stage of Cask Masters whisky

4th December, 2013 by Andy Young

Glenmorangie’s Cask Masters crowdsourcing initiative, which sees brand enthusiasts helping to create a new whisky, has entered its third stage.

Glenmorangie Cask Masters

The three packaging designs for Glenmorangie’s Tagtha whisky

Having already voted on the cask finish, Manzanilla Sherry, and the name, Taghta, the public is now invited to vote on the design that will go with the new whisky.

The three designs have been created by agency Butterfly Cannon and the vote is now open.

Butterfly Cannon founder, Jon Davies, said there was a story behind each of the designs adding that the agency had taken inspiration from whisky fans around the world who sent in hundreds of photos and design ideas.

Davies said: “It has been amazing to get the chance to involve so many consumers in the creative process.

“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.”

The three designs are based on “local craft”, “coastlines” and “two stories”, which seeks to combine the Glenmorangie liquid with the Manzanilla Sherry finish that it will have. Davies said that each of the designs have taken influence from both Scotland and Spain.

Voting for the design closes on 6 January and the chosen packaging will be revealed a day later. The final two stages will see votes on the photography to go with the whisky and finally on the location for the launch. The Taghta is scheduled to be released in the autumn of 2014.

The Cask Masters initiative is the brainchild of Dr Bill Lumsden, Glenmorangie’s head of distilling and whisky creation, who said: “This is a wonderful opportunity for fans of Glenmorangie to really help create a new single malt whisky and the plans for its launch.”

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