Glenmorangie Invites Fans to Design New Dram

Glenmorangie is kicking off a new Cask Masters program this weekend at the Universal Whisky Experience in Las Vegas, as well as through the Glenmorangie web site.  The program will allow whisky connoisseurs to help shape the direction of a new Glenmorangie expression to be released in late 2014.

In a phone interview with WhiskyCast’s Mark Gillespie from the program’s kickoff event in London, Dr. Bill Lumsden of Glenmorangie explained “rather than always having me selecting the whiskies, which has pretty much always happened until now, I’ve got a few projects under development at the moment and they’re being offered up to consumers…and it’s up to them to make the final choice.” Participants in the Cask Masters program will select the whisky from three different choices, along with its final name and package design.

Along the way, participants will have multiple chances to win prizes, including a VIP visit to the Glenmorangie distillery in Scotland and a trip to the country of origin for the oak casks used in making the winning whisky. The initial vote will be for one of three wine casks: Grand Cru Burgundy, Grand Cru Bordeaux, and Manzanilla.

Glenmorangie Global Brand Ambassador David Blackmore took samples of the three candidates with him to the Universal Whisky Experience in Las Vegas, and will be offering attendees a chance to nose and taste them.

Links: Glenmorangie Cask Masters

Mark Gillespie

I'm the host and executive producer of WhiskyCast.

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