The Glenturret, Scotland’s oldest working distillery, has launched a new brand protection initiative to address the misuse of its name in whisky cask sales and investment propositions. The Crieff-based distillery announced the move on August 10, 2026, appointing specialist firm The Online Eye to identify and act against misleading cask offers.
The distillery is using The Online Eye’s proprietary services to find instances where casks are marketed or sold in a way that incorrectly associates them with The Glenturret. The Online Eye has already observed multiple cases in which whisky casks offered for sale or investment were incorrectly described as The Glenturret whisky.
Such misrepresentation can disadvantage buyers who later discover the cask carries significantly lower value than expected. It also creates reputational risk for the distillery.
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READ THE STORYThe Glenturret said it will seek appropriate action against any party that uses its name to mislead clients, investors or consumers.
The Online Eye’s founders developed one of the most widely used social media monitoring solutions in UK policing. They bring more than 30 years’ operational experience in military and law enforcement environments.
“The Glenturret name carries generations of craftsmanship, integrity and excellence,” said John Laurie, managing director of The Glenturret. “As our reputation has grown internationally, so too has the need to protect our clients, our partners and the wider category from those who seek to misuse that reputation for commercial gain.”
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Laurie added: “Where our name is used to mislead consumers or investors, we will act firmly and decisively.”
He also stressed the distillery’s wider responsibility. “Authenticity, provenance and transparency are essential in luxury single malt,” he said. “This partnership with The Online Eye strengthens our ability to identify misuse early, understand the risks clearly, and take appropriate action where required.”
Peter Lloyd, senior intelligence strategist and law enforcement advisor at The Online Eye, described the risk as clear. “The misuse of prestigious whisky brands in cask sale and investment propositions presents a clear reputational and consumer protection risk,” he said.
Lloyd continued: “In this case, that means helping The Glenturret protect its name, its customers and the confidence that sits at the heart of the premium whisky category.”
Founded in 1763, The Glenturret is based at The Hosh in Crieff, Perthshire. The distillery is known for its traditional, hands-on approach to whisky-making. The move comes amid growing regulatory and industry scrutiny of the unregulated whisky cask investment sector across the UK.
