Glenmorangie releases image of crowd-sourced new whisky


By Natalie Mortimer | N/A

April 23, 2014 | 3 min read

Malt whisky maker Glenmorangie has revealed the image chosen by fans worldwide for its new single malt whisky brand Taghta.

The image, taken by photographer Kevin Mackintosh, is the final stage of the Cask Masters initiative, a programme that has let the whisky be crowd-managed from its name and bottle design to the campaign that will promote it.

Members of the public were invited to upload pictures to an online moodboard to provide inspiration, before Mackintosh created three final images. People were then asked to choose one image which will be used extensively in the marketing of the whisky.

Glenmorangie’s Dr Bill Lumsden, director of distilling and whisky creation commented: “Glenmorangie Cask Masters is a whisky programme like no other and we wanted to share our innovative approach to whisky creation by involving our fans on every step of the journey.

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“The response we have seen so far has been brilliant. And to show our appreciation, the limited edition range of the new whisky will be exclusively available from September 2014 to the fans that have been involved in its formation online. Glenmorangie Taghta will be the single malt that has been influenced by whisky lovers, for whisky lovers and we’re very much looking forward to seeing how the public vote during the final phase.”

The final stage of the programme will see fans select the location of the worldwide launch venue in autumn 2014.


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