Whisky drinkers to choose the design of limited edition Glenmorangie

By Richard Siddle

Published: 04 December, 2013

Glenmorangie, the Scottish whisky distiller, is giving whisky drinkers the chance to decide the packaging design for a new single malt whisky as it looks to involve its customers more in the production process.

The move is the lastest step in Glenmorangie's Cask Masters whisky creation programme, which started in March, that is looking to get members of the public involved in each stage of the whisky making process for what will be a new Limited Edition Glenmorangie whisky ready for release in the autumn of 2014.

Whisky drinkers have already been able to vote on the three Manzanilla casks being used to mature the whisky. They have also selected the name Taghta (Tuh-ta), which is Gaelic for Chosen. The thousands of suggestions were cut back to just three three names, translated by Gaelic expert Dr Aonghas MacCoinnich, and put to an online vote.

The design and packaging process has seen whisky fans around the world upload pictures and design ideas to an online gallery from which three packaging designs have been produced by branding expert Jon Davies from leading London design agency Butterfly Cannon.

The shortlisted designs are now open to public vote between now and January 6, 2014 from which it will be decided which label and carton will be used as part of the online launch next September.

Cask Masters is the brainchild of Glenmorangie's Dr Bill Lumsden, director of distilling and whisky creation, who is accompanied by an expert in each field of the five-step process.

Dr Lumsden 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. Some of the ideas uploaded by the public have been truly inspirational, from lighthouses to parachutes to contestants competing in a Highland Games."

The new packaging will be revealed on January 7, 2014.

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