Glenfiddich Rolls Out the "Cask of Dreams"

Iconic Single Malt Scotch Whisky Launches Nationwide Campaign to Foster the New American Pioneering Spirit

Mar 30, 2011, 08:00 ET from William Grant & Sons

NEW YORK, March 30, 2011 /PRNewswire/ -- Glenfiddich, the world's most awarded Single Malt Scotch Whisky, today announced the launch of Glenfiddich Cask of Dreams – an exciting new campaign designed to inspire people across the nation to pursue their pioneering dreams, and help them to achieve them.  An extension of the groundbreaking Glenfiddich "One Day You Will" advertising campaign, Cask of Dreams will combine a series of activities, including a global survey, high profile stunts, celebration events and a partnership with a likeminded charity, to bring the spirit of a pioneer to life in the U.S.  Starting in April, this nationwide initiative will see Glenfiddich travelling across the country, visiting major cities, where Glenfiddich Ambassadors Heather Greene, Freddy May and Mitch Bechard will roll actual casks around the streets, encouraging people to write their dreams and aspirations on them, and offering people the chance to win one of a series of trips to help them achieve their pioneering goals.

This nationwide campaign is inspired by the results of an international survey detailing global attitudes to innovation and what it means to be a pioneer in the 21st Century. Performed by leading London-based research company The Future Laboratory, the survey highlights numerous surprising findings, most significantly the fact that a small but dedicated segment of society (17%) considers itself pioneering, and that perceptions of what it means to be a pioneer have shifted to include a variety of new disciplines and attitudes, including a focus on philanthropy (87%) and innovation (85%).  In addition, the survey, which also contains a dedicated description of "The American Dreamer," found that, despite their overwhelming desires to be pioneer, people in the U.S. felt that there were numerous obstacles – most notably economic constraints (62%) and fear of failure (23%) - in the way of them achieving their pioneering goals.  The Cask of Dreams campaign exists to encourage, inspire and assist people in realizing those goals with a combination of prizes, incentives and philanthropic pursuits.

At the end of the campaign, the inscribed casks will be sent to the renowned Glenfiddich distillery in Scotland, where they will be used to finish a special limited edition expression of Glenfiddich, which will then be sold in the U.S. in early 2012.  This exclusive bottling will be performed in conjunction with Glenfiddich charity partner, the National Geographic Explorer's Program, which, like the campaign, supports uniquely gifted adventurers, scientists, photographers, and writers by helping them accomplish their pioneering goals. As part of this partnership, Glenfiddich will also be using the campaign to fund several National Geographic expeditions, by donating $1 every time somebody shares their dream via a dedicated web site, www.caskofdreams.com.

"We are extremely happy to see that the spirit of a pioneer is still very much alive and well in the U.S.," said David Bitran, Senior Marketing Manager for Glenfiddich. "Since our founder William Grant first set out on his own, and built our distillery with his bare hands, nurturing self belief , innovation and our unique "One Day You Will" spirit has been extremely important to us.  Whether it is our establishment of the Single Malt category or our constant drive to innovate and pioneer within the category, we have proudly carried our founder's philosophy through the years.  With the Cask of Dreams campaign, we are offering people across the United States the opportunity not only to achieve their dreams, but to help realize the dreams of others and delight in life's adventures."

In addition to the Cask of Dreams campaign, Glenfiddich will also be giving out a series of dream trips to people interested in exploring their adventurous and culinary pursuits.  To find out more about the Glenfiddich Cask of Dreams campaign and become involved, please visit www.caskofdreams.com.  

For additional information about Cask of Dreams, including survey results, and for the opportunity to interview a Future laboratory representative about the survey, please contact:

Ashley Wallace
Maloney & Fox
646-356-8332
awallace@maloneyfox.com

www.caskofdreams.com

About William Grant & Sons

William Grant & Sons, Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the luxury spirits company is run by the fifth generation of his family and distills some of the world's leading brands of Scotch whisky, including the world's most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world's fourth largest blended Scotch Grant's® as well as other iconic spirits brands such as Hendrick's® Gin, Sailor Jerry® Rum, Tullamore Dew Irish Whiskey and the award-winning Milagro® Tequila.

Among the most recent accolades for the well-awarded company, William Grant & Sons was honored as the "Distiller of the Year" for the fourth time in five years by the prestigious International Spirits Challenge.

Founded in 1964, William Grant & Sons USA is a wholly-owned subsidiary of William Grant & Sons, Ltd. and features one of the fastest growing spirits portfolios in the USA with brands including Glenfiddich, The Balvenie, Hendrick's Gin, Sailor Jerry Rum, Tullamore Dew Irish Whiskey, Milagro Tequila, Stolichnaya Vodka, Grant's, Hudson Whiskey, Clan MacGregor, Reyka Vodka, Solerno Blood Orange Liqueur, Lillet, Licor 43, Art In The Age, The Knot and BOLS cordials. The company has offices in New York City (sales and marketing) and Edison, NJ (bottling and warehouse facilities). For more information on the company and its brands, please visit www.grantusa.com.

SOURCE William Grant & Sons



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