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Glenfiddich Rolls Out the "Cask of Dreams"

March 30, 2011


NEW YORK, March 30, 2011 /PRNewswire/ -- Glenfiddich, the world's most awarded Single Malt Scotch Whisky, announced the launch of Glenfiddich Cask of Dreams – an exciting new campaign designed to inspire people across the nation to pursue and achieve their pioneering dreams. An extension of the groundbreaking Glenfiddich "One Day You Will" advertising campaign, Cask of Dreams will combine a series of activities, including a global survey, high profile stunts, celebration events and a partnership with a likeminded charity, to bring the spirit of a pioneer to life in the U.S. Starting in April, this nationwide initiative will see Glenfiddich travelling across the country, visiting major cities, where Glenfiddich Ambassadors Heather Greene, Freddy May and Mitch Bechard will roll actual casks around the streets, encouraging people to write their dreams and aspirations on them, and offering people the chance to win one of a series of trips to help them achieve their pioneering goals.

This nationwide campaign is inspired by the results of an international survey detailing global attitudes to innovation and what it means to be a pioneer in the 21st Century. Performed by leading London-based research company The Future Laboratory, the survey highlights numerous surprising findings, most significantly the fact that a small but dedicated segment of society (17%) considers itself pioneering, and that perceptions of what it means to be a pioneer have shifted to include a variety of new disciplines and attitudes, including a focus on philanthropy (87%) and innovation (85%). In addition, the survey, which also contains a dedicated description of "The American Dreamer," found that, despite their overwhelming desires to be pioneer, people in the U.S. felt that there were numerous obstacles – most notably economic constraints (62%) and fear of failure (23%) - in the way of them achieving their pioneering goals. The Cask of Dreams campaign exists to encourage, inspire and assist people in realizing those goals with a combination of prizes, incentives and philanthropic pursuits.

At the end of the campaign, the inscribed casks will be sent to the renowned Glenfiddich distillery in Scotland, where they will be used to finish a special limited edition expression of Glenfiddich, which will then 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, like the campaign, supports uniquely gifted adventurers, scientists, photographers, and writers by helping them accomplish their pioneering goals. As part of this partnership, Glenfiddich will also be using the campaign to fund several National Geographic expeditions, by donating $1 every time somebody shares their dream via a dedicated web site, www.caskofdreams.com.

"We are extremely happy to see that the spirit of a pioneer is still very much alive and well in the U.S.," said David Bitran, Senior Marketing Manager for Glenfiddich. "Since our founder William Grant first set out on his own, and built our distillery with his bare hands, nurturing self belief, innovation and our unique "One Day You Will" spirit has been extremely important to us. Whether it is our establishment of the Single Malt category or our constant drive to innovate and pioneer within the category, we have proudly carried our founder's philosophy through the years. With the Cask of Dreams campaign, we are offering people across the United States the opportunity not only to achieve their dreams, but to help realize the dreams of others and delight in life's adventures."

In addition to the Cask of Dreams campaign, Glenfiddich will also be giving out a series of dream trips to people interested in exploring their adventurous and culinary pursuits. To find out more about the Glenfiddich Cask of Dreams campaign and become involved, please visit www.caskofdreams.com.


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