GLENMORANGIE have invited whisky fans to decide on the packaging for a new single malt, as part of an ongoing ‘crowdsourcing’ project.
Part of the distillery’s Cask Masters programme, each element of the new Taghta bottling has been put to public vote.
The name - Gaelic for ‘chosen’ - was selected from a shortlist of three after thousands of suggestions were sent to the distillery.
The spirit itself was chosen in an online poll, and events to mark the launch of the whisky will also be determined by a fans’ vote.
Members of the public uploaded design ideas to an online database, and London design house Butterfly Cannon has created three packaging suggestions for fans to choose from.
Dr Bill Lumsden, Director of Distilling and Whisky Creation at Glenmorangie, said: “This is a wonderful opportunity for fans of Glenmorangie to really help create a new single malt whisky and the plans for its launch. Some of the ideas uploaded by the public have been truly inspirational, from lighthouses to parachutes to contestants competing in a Highland Games.”
Butterfly Cannon Founder, Jon Davies, said: “It has been amazing to get the chance to involve so many consumers in the creative process: I feel I have had a studio full of hundreds of creatives rather than tens!”
Taghta will go on sale in 2014.
• Vote for your favourite design at www.glenmorangie.com/caskmasters
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