Glenmorangie is well known for its expertise in wood and cask management, so it's no wonder the Highland whisky company makes a big deal out of it in its #BeyondtheCask programme.
Using ex-bourbon American oak barrels to mature its whisky just twice before the casks are discarded, the company has started looking at innovative ways to give the wood in the casks another life once they've been emptied.
Last year saw Glenmorangie pair up with wooden sunglasses maker Finlay & Co, who created a stylish limited-edition pair with old casks, and now it's the turn of wooden bicycle maker Renovo to breathe new life into knackered oak staves.
'Wood is so important for Glenmorangie, and certainly the ethos of Ken [Wheeler]'s company fits in with that of Glenmorangie's,' said Dr Bill Lumsden, Glenmorangie’s director of distilling and whisky creation.
Glenmorangie sent across 1,000 staves for the engineers at Renovo to craft a number of hollow hardwood bikes out of it.
'You could see the fill level on the individual staves, and the workshop smelled like a distillery – our team would lift the staves up to smell them as they worked on them, and everyone ended up with black smudges on the tips of their noses from the former charring of the staves while making these bikes,' recalled Wheeler.
As well as the obvious consumer angle to this launch, there's something in it for the trade too, as Glenmorangie is offering bars the opportunity to host consumer tastings with its whiskies and the luxe bike on show.
The brand has initially partnered with the Boisdale group for the project, but any venues interested in participating can contact their Glenmorangie sales rep to make enquiries.
Beyond hollow hardwood bicycles, one of the most recent examples of Glenmorangie's obsession with wood was the return of its Astar expression, which is matured in bespoke casks from the Ozark mountains in Missouri.
Moët Hennessy UK, 020 7808 4400