We started with a simple idea when devising the Cask of Dreams program, we wanted consumers to share their dreams and inspirations with us. A few key cities were selected and then we started to roll casks through them literally encouraging consumers to write their dreams on the casks. These casks were then showcased at signature events, sent back to Scotland to finish one of its whiskies and now are bottled as Cask Of Dreams 2011 Limited Release.

Cask of Dreams was a great success; we captured over 3,900 dreams, increased Facebook likes by 20% and the Cask of Dreams limited release stock was pre-reserved and sold out.Over 1,100 consumers sampled the core Glenfiddich range of single malt scotches (12, 15 & 18 year- old variants) at the 9 signature events. Glenfiddich as a brand grew 15.6% in United States in 2011.