Glenmorangie’s pioneering Cask Masters
online programme gives whisky fans
the chance to design their own whisky.
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
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
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
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
"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
Glenmorangie enthusiasts will be part of
the five stage process and be able to:
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
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
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
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
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."
Glenmorangie Cask Masters Choice Of
Cask Masters - Cask A Grand Cru
Cask Masters - Cask B Grand Cru
Cask Masters - Cask C Manzanilla
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