The Glenlivet challenges consumers to crack the ultimate whisky mystery
The Glenlivet launches latest limited edition The Glenlivet Code to push the boundaries of flavour exploration
Presenting The Glenlivet Code, a mysterious Single Malt Scotch whisky which is being released without cask information or tasting notes to take whisky connoisseurs on a journey of discovery whilst also putting their Single Malt knowledge to the test. Inspired by the iconic British Code breakers, the limited edition is a labyrinth of flavours that will test the senses of even the most discerning whisky drinker.
Maintaining the exceptional quality that The Glenlivet is famed for, The Glenlivet Code presents the brand’s smooth and fruity house style with some additional twists for a moment of definitive pleasure. Its release is supported by an interactive digital experience, inspired by the famous British codebreakers and aims to test consumers’ knowledge and understanding of Single Malt whisky.
The Glenlivet Code digital experience invites whisky connoisseurs to scan a code on the back of their bottle carton using the Shazam app to enter a virtual underground room. Here, they will be greeted by a hologram of The Glenlivet’s Master Distiller, Alan Winchester, who will challenge them to decode the taste of the liquid by selecting four aromas for the nose and four flavours for the palate from thousands of possible combinations.
After decoding the flavours of the new whisky, participants will be given a score which they can post on social media to see how they rank against their peers. The official tasting notes won’t be revealed until the end of the year to give Single Malt enthusiasts the time to discover and enjoy the liquid themselves.
Alan Winchester comments: “With The Glenlivet Code, we had a unique opportunity to create a whisky that has never been crafted before, using new casks and techniques to push the boundaries of what people expect from The Glenlivet. This year’s limited edition is a labyrinth of flavours that will test the senses of even the most discerning whisky drinker and we’re excited to invite consumers worldwide to take on the ultimate challenge by unlocking its mystery taste. The interactive experience will allow whisky enthusiasts at all levels to build their knowledge of the category while also developing a deeper understanding of The Glenlivet.”
The Glenlivet Code will launch globally from March 2018 across 28 markets with an RRP of $120 USD. Consumers can log onto www.theglenlivet.com to find out more about the digital experience and share their thoughts on social media using #TheGlenlivetCode.”