The world of whisky stretches from Litchfield, Tennessee all the way to Wick, Scotland and across the Eurasian continent to Shimamoto in Osaka, Japan. In this increasingly-crowded space, it’s not enough anymore for a brand, particularly one producing single-malt scotch whisky to rest on its brand name. Scottish distilleries – often small ones in relation to the likes of Jack Daniels or Glenfidditch – have been seeking points of differentiation through communications.

Glenmorangie launched a crowdsourced packaging campaign seeking to allow the public to be involved in the process of distilling, branding and marketing a new whisky. The name Taghta, short for ‘chosen’, has already been selected. Packaging from London-based design agency ButterflyCannon were also put to a vote.

ButterflyCannon founder, Jon Davies, says, “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! The images and ideas have been perfect for the designers, sparking compelling brand and product stories which have been brought to life in three unique packaging designs. I am fascinated to see which one Glenmorangie aficionados will choose.”

Popular brand from an island of the west coast of Scotland, Jura Whisky, launched “The Story Season” last autumn – a probably unintended nod to a tradition of Celtic and Breton winter-time storytelling – to celebrate the craft of storytelling. Both campaigns, and other recent rebrands and packaging decisions made by distilleries, may be attempts to engage people around the brand.

Last year, Islay distillery Bowmore partnered with River Cottage and chef Hugh and with chocolatier Paul A. Young to align its brand with food, festivals and foraging.