Whisky Focus - Glenmorangie Cask Masters Whisky Competition

In what I believe is a first for any whisky company, Glenmorangie is asking its own whisky fans to have a say in the development of a new expression of Glenmorangie.

What this means is those of you who enjoy the best selling single malt whisky in Scotland will be able to vote online on the taste, design and launch of a new whisky and what's more in doing so you will have the chance of winning some fabulous prizes.

The new initiative named the Glenmorangie Cask Masters online programme was launched today (1st March) and will run for 18 months. Anyone can take part by logging on to www.glenmorangie.com/caskmasters

Glenmorangie are calling on whisky fans from across the world to help develop a new type of Glenmorangie single malt which will be released in late 2014.

In order to speed up the process Glenmorangie has pre-selected three whiskies that are nearing the end of their maturation at their Highland distillery (see videos below). But it’s up to fans to register their opinions online and determine the outcome of the new whisky.

The programme is being overseen by Glenmorangie’s award winning arbiter of taste, Dr Bill Lumsden.

Dr Bill Lumsden, Director of Distilling and Whisky Creation at the Glenmorangie Company explained: "For years we have listened to fans and their views and noted reactions to the whiskies we have introduced.

"Now it’s their turn to have a go and I hope as many whisky aficionados as possible will be able to join in and enjoy each stage of this exciting journey...who knows where we will end up!"

Glenmorangie enthusiasts will be part of the five stage process and be able to:

• Stage 1 - Vote for your favourite of the three whiskies.
  The first stage, "Cask Selection" has already begun, see videos below. The winner of this stage will be flown to the origin of the chosen cask to spend three luxurious nights in 5-star accommodation. Entry for this stage closes 31st July 2013.
   
• Stage 2 - Get involved in the naming of the new whisky.
  The winner of the 2nd stage which starts on the 1st August 2013 will get to experience the beauty of the Scottish coast and relax in style at Glenmorangie House. Visit the Glenmorangie Distillery in Tain and explore the history of Glenmorangie's unique range of whiskies.
   
• Stage 3 - Decide what direction the packaging and design will take.
  The winner of the design stage which starts on the 16th September 2013 will receive a 21.5” iMac i5 along with a specially framed, unique print of the final design.
   
• Stage 4 - Attend the photo-shoot.
  The winner of the photography stage which begins on the 13th January 2014 will receive a framed limited edition print and they'll have the opportunity to explore their own creativity with a professional digital camera.
   
• Stage 5 - Get involved in the location, choice of, and attendance at the global launch.
  The winner of stage 5 which begins on the 3rd March 2014 will get a taste of the highlife, they will attend the exciting launch event of the new whisky, which will include travel and three nights' accommodation, at the chosen location, in the prize.

At each stage participants will also be able to win prestigious prizes including a VIP visit to the Glenmorangie Distillery and a trip to the country of origin of the oak cask in which the winning whisky has been matured.

Dr Lumsden has already revealed his selection of the three whiskies to a group of leading international whisky experts, who have all independently offered their initial views on his selection. Their taste notes are available on the Glenmorangie Cask Masters website to guide participants.

At the later stages of the programme design and photography experts will also offer their thoughts on the naming, packaging and launch suggestions received from Glenmorangie whisky fans.

Michael Atkinson, Marketing Manager for Glenmorangie added: "A few years ago this would have been impossible to organise, but with crowd sourcing in vogue, and the technology now making it more accessible, Cask Masters allows us to harness the enthusiasm and passion of our Glenmorangie aficionados."
 

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