Glenmorangie, the a whisky distillery, is readying a global marketing campaign that will be part-created by the public for its Taghta brand, a name decided on last year by single malt fans.
The activity is part of the Cask Masters programme, which has allowed the whiskey to be crowd-managed from its name and bottle design to the campaign that will promote it.
For the latest installment, members of the public have been asked to upload photographs to three online moodboards accessed via a dedicated website. Each moodboard has a different theme: Chosen by Many; From Spain to Scotland; and Pioneering Innovation.
Photographer, Kevin Mackintosh, will then create three public-inspired images which will be put to an online vote with the winning image used in promotional shots for the new whisky.
The images will also form the centrepiece of the worldwide marketing campaign.
Dr Bill Lumsden, director of distilling and whisky creation, explained: “This really is a ground-breaking initiative with whisky aficionados having a genuine say in each step of crafting this exclusive Glenmorangie single malt”.
“The public response has been outstanding and we are really grateful for all the excellent ideas which have gone into inspiring this programme. I’m not surprised though, it’s not every day you get the chance to create your own whisky.”
The final stage of the programme will see fans select the location of the worldwide launch venue in autumn 2014.