Glenmorangie releases first 'crowd-sourced' whisky
Glenmorangie is releasing its first 'crowd-sourced' whisky today, which is a limited 12,000 bottle production called Taghta.
Glenmorangie TaghtaGlenmorangie Taghta is the first ‘crowd-sourced’ whisky
Glenmorangie is releasing its first 'crowd-sourced' whisky today, which is a limited 12,000 bottle production called Taghta.
The project, called Cask Masters programme, was the idea of Dr. Bill Lumsden and launched in March 2013. Over the past 18 months. consumers from around the globe have participated in many of the design and production decisions that have gone into the creation of the brand.
Taghta, which is Scots Gaelic for 'The Chosen One', had five different stages in which consumers voted and made decisions about the limited edition released whisky. Consumer voted for their favourite of three maturing whiskies that went into the bottle, voted for the name of the new expression, decided on packaging and design, chose the photographic style that would help bring the product to life and have chosen the location of where the product will be launched. The Scottish Highlands, the home of Glenmorangie, was selected as the location for the official launch.
Lumsden, who is the director of distilling & whisky creation at Glenmorangie, said: "No other whisky has ever had consumers involved in all stages of the creation process. We are immensely proud of the final product. Taghta is a ground breaking, complex, rich whisky inspired and created with our fans for our fans. The result is an innovative blend of traditional craftsmanship and modern influences."
Throughout the Cask Masters programme, participants had opportunities to win trips as well as other prizes allowing fans to experience and live the brand.
Without consumer engagement the project would not have been possible. Lumsden said: "I'd like to thank everyone who helped to make our exquisite new expression, The Taghta. This unique single malt is a true reflection of the dedication, inspiration and loyalty of our whisky fans the world over."
Glenmorangie Taghta will be available for £69.99 and only online to registered members of the Cask Masters programme. To register visit Cask Masters.
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