Glenmorangie Launches Latest Stage in Whisky Industry World First

— Renowned photographer will create iconic launch photography inspired by images submitted by Glenmorangie fans worldwide —

In a whisky industry world first, single malt enthusiasts will get the chance to help design the iconic launch photography for Glenmorangie’s unique crowd managed whisky.

Starting today (Tuesday 21 January), members of the public can upload photographs to three online moodboards accessed at www.glenmorangie.com/caskmasters each with a different theme: Chosen by Many; From Spain to Scotland; Pioneering Innovation.

These three themes relate to the innovative crowd-managed nature of the Cask Masters programme and also to the whisky itself, Taghta, which has been extra matured in Manzanilla sherry butts.

World-renowned photographer Kevin Mackintosh will then create three stunning public-inspired images which will be put to an online vote. The result will be used in promotional shots for the new whisky and form the centrepiece of the worldwide marketing campaign.

The public can submit images until 2 February. The photographer then has until 19 February to produce three “beauty shots” which will be put to an online vote, ending on 9 March.

Photography is the penultimate stage in Glenmorangie’s world first Cask Masters whisky creation programme which aims to get members of the public involved in helping to shape all elements of a new single malt whisky.

Cask Masters is the brainchild of Glenmorangie’s Dr Bill Lumsden, Director of Distilling & Whisky Creation, who is accompanied on each step of the five step process by an expert in each field.

Dr Bill Lumsden commented: “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 everyday you get the chance to create your own whisky.”

Kevin Mackintosh said: “I’m really looking forward to what the Glenmorangie fans across the globe come up with. I usually travel the world seeking inspiration for my photographic compositions but in this case the world is coming to me.”

Cask Masters was launched on 1 March 2013 and will run for 18 months with the new Limited Edition Glenmorangie whisky ready for release in the autumn of 2014.

The whisky was selected when three casks of whisky were put to a public vote earlier this year. The name Taghta, Scots Gaelic for ‘Chosen’, was selected after thousands of suggestions were whittled down to a shortlist of three names, translated by Gaelic expert Dr Aonghas MacCoinnich and put to an online vote.

Whisky fans worldwide then uploaded pictures and design ideas to a special online gallery and three new bottle designs were produced by branding expert Jon Davies. The winner, selected by the public, was “Two Stories” – inspired by imagery from both the provenance of the casks in Southern Spain, and also from the area surrounding the Glenmorangie Distillery, such as the historic Cadboll Stone.

This is the fourth and penultimate stage in the programme, with the final stage being the selection of the worldwide launch venue.

For more information visit: www.glenmorangie.com/caskmasters

NOTES TO EDITORS:

About Glenmorangie:

Glenmorangie Single Malt Scotch Whisky originates in the Scottish Highlands where, at the Glenmorangie Distillery, it is distilled in the tallest malt whisky stills in Scotland, expertly matured in the finest oak casks, and perfected by the Men of Tain. The Distillery was founded in 1843 and is renowned as a pioneer in its field uniting tradition with innovation to create ‘unnecessarily well made whiskies’.

About Kevin Mackintosh:

Kevin Mackintosh was born in Africa, but left 15 years ago for the United Kingdom, (where he lives, dividing his time between New York, London and Paris).

While his work expresses a personal ‘universe’ that combines an interest in European cinema, theatre and art, there is something about the largesse of his native country’s landscape and its many cultures which has left indelible marks.

It is there, equally, in the broody sense of nostalgia for a glorious – real or imagined – mythology so evident in his many collaborations with The Bolshoi, Royal Opera and Royal Ballet Companies…shooting film and stills. The work was acquired by the National Portrait Gallery in London for its permanent collection.

He has also completed a series on the New York Philharmonic and a collaboration with ‘Christies’ in its first Worldwide Advertising Campaign. Kevin’s work has been exhibited across the world, both in solo and group exhibitions and published in many photographic journals, and books.

http://www.kevinmackintoshphotography.com/

Responsible Drinking:

The Glenmorangie Company advocates responsible drinking and suggests that drinkers savour Glenmorangie whiskies in moderation and in line with recommended daily guidelines for alcohol consumption.

For more details: www.glenmorangie.com/caskmasters or Twitter: #caskmasters @theglenmorangie