- The Glenfiddich Cask of Dreams
What would inspire you to dream big? For the people behind Glenfiddich, one of the top single malt Scotch whiskies on the market, it was coming up with a concept called the “cask of dreams”– wooden barrels they would take around the United States and have people literally write their dreams on them.
Ambassadors for the brand, which was founded in 1887 and is still a family owned distillery in, um, where else–Scotland, landed in Los Angeles in early April for an event at Santa Monica’s Viceroy hotel, where the cask took center stage. As people waited for their opportunity to write their dreams on it, they were served a variety of Glenfiddich’s aged spirits, from 15-year-old to the ultra-smooth 22-year-old.
The campaign is meant to foster a 21st-century pioneering spirit, after discovering a research study that showed a dedicated percentage of the population (about 17%) believes itself to be pioneering. That includes a focus on philanthropy and innovation. Not surprisingly, though, the survey showed that economic constraints and fear of failure serve to dampen people’s pioneering spirits.
The Cask of Dreams campaign is meant to encourage, inspire and assist people in realizing their goals with a combination of prizes, incentives and philanthropic pursuits.
Journeying across the country, the casks will end up in New York City in mid-May, and will then be transported over the pond Scotland. There, they will be used to finish a special limited edition expression of Glenfiddich, to be sold in the U.S in early 2012. This exclusive bottling will be performed in conjunction with Glenfiddich charity partner, the National Geographic Explorer’s Program, which supports uniquely gifted adventurers, scientists, photographers, and writers by helping them accomplish their pioneering goals.
That’s the spirit.
