The Cask Master programme was launched in March this year, and has thus far seen enthusiasts of the brand select the spirit itself and the name, Taghta, which is Gaelic for ‘chosen’.
The public was then asked to submit their own photographs and design ideas online that they felt were relevant to the brand, which were used by Butterfly Cannon as inspiration for the three designs from which the final look will be chosen.
The consultancy has worked with Glenmorangie for the last four years on a retainer basis.
‘They’re a warm and open brand, so they wanted to reflect that in the process’, says Butterfly Cannon founder Jon Davies.
‘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!’
Images submitted included pictures of the Andalucía area, where the whisky was matured in Manzanilla sherry casks; photographs of barrels and casks; images of the Scottish coastline and some ‘weird stuff’, says Davies, such as people’s holiday photos.
Davies says, ‘The pictures showed a new way of telling the [Glenmorangie story], which inspired us. It’s nice to find out what people are think about and for people to get involved. It’s been novel and novelty is a good thing’.
The three final designs by Butterfly Cannon are now online on the Glenmorangie website, and the public has until 6 January 2014 to vote on their favourite on the website. The chosen design will be unveiled on 7 January, after which the public will be consulted on the photography style and the location of the launch event.
The Taghta limited-edition whisky will be available worldwide from September 2014.