NEW YORK, March 22, 2013 /PRNewswire/ -- Glenmorangie is proud to announce the launch of 'Cask Masters,' an innovative program inviting fans of Scotland's Favorite Single Malt Scotch Whisky around the world to help shape a brand new Glenmorangie limited edition. Consumers will be able to join Dr. Bill Lumsden, Director of Distilling and Whisky Creation at The Glenmorangie Company, to a five stage journey where their opinions and votes will determine the development of the new single malt scotch whisky for release in late 2014. The winning dram will be chosen from three different aging outstanding whiskies that are nearing the end of their maturation in various casks at The Glenmorangie Distillery. During the 18 month program consumers will be able to:
- Vote for their favorite of the three maturing whiskies
- Be involved in the naming of the new product
- Help decide the packaging and design
- Choose the photographic style that will bring the new expression to life
- Win the chance to attend the global launch event & help select its location
Participants will also be able to win prestigious prizes including a VIP visit to The Glenmorangie Distillery and a trip to the country of origin of the oak cask in which the winning whisky has been matured.
Dr. Lumsden has already revealed his selection of the three rare whiskies to a group of leading international whisky experts, who have all independently offered their initial views on his selection. Their tasting notes are available on the Glenmorangie Cask Masters website, www.glenmorangie.com/caskmasters, to guide participants and shed light onto the unique venture.
Dr. Bill Lumsden explained, "This is a very bold move for us – for years we have listened to fans of the brand and their views and reactions to the whiskies we have introduced. "Now it's their turn to become truly involved and I hope as many whisky aficionados as possible around the world will be able to join in and enjoy each stage of this exciting journey.
Maxime Balay, Senior Brand Manager of Glenmorangie, added, "This is the natural next step for Glenmorangie. We have always been at the forefront of innovation regarding our whisky creation so now we are simply leveraging crowd sourcing's immense capabilities to make it more accessible for our consumers. Instead of keeping the whisky creation process behind closed doors, Cask Masters allows us to harness the enthusiasm and passion of our Glenmorangie aficionados and reward them with an insiders' pass to the lengths we go to craft our whisky."
NOTES TO EDITORS:
Glenmorangie 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 16 Men of Tain. The distillery was founded in 1843 and is renowned as a pioneer in the whisky industry, uniting tradition with innovation. Glenmorangie was awarded the prestigious title of "Distiller of the Year" by the International Wine & Spirits Competition and has consistently won more "Gold Best in Class" medals than any other single malt over the past six years at the IWSC. Wine Enthusiast also named Glenmorangie "Distiller of the Year" in 2011. Today, the company is one of the most renowned and innovative distillers and marketers of Scotch whisky brands worldwide and is part of Moet Hennessy, the wine and spirits division of Moet Hennessy Louis Vuitton (LVMH). Headquartered in Edinburgh, Scotland, The Company produces two main single malt brands – Glenmorangie Single Highland Malt Whisky and Ardbeg Single Islay Malt. Visit www.glenmorangie.com for additional information.
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.