Pernod Ricard has released a new limited-edition Glenlivet whisky for the US market, which features a Shazamable bottle which unlocks a digital experience for consumers.
Pernod Ricard says The Glenlivet Code has been inspired by British codebreakers, and the whisky has been released without cask or taste information, as the digital experience reveals the tastes and aromas through a quiz.
Consumers scan the bottle and then enter an underground room with Glenlivet master distiller, Alan Winchester, who will ask them to determine four aromas and four flavours for the palate from a wide variety of options.
Pernod Ricard says that it will release taste and cask information at the end of the year, allowing consumers enough time to ‘unlock the code’ themselves.
The brand has stated that the whisky will feature the signature smooth and fruity notes associated with Glenlivet whiskies.
Glenlivet master distiller, Alan Winchester said: “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.”
Patrick Caulfield, brand director at The Glenlivet, Pernod Ricard USA added: “The unveiling of The Glenlivet Code follows the launch of our latest global campaign, ‘The Definitive Whisky, The Glenlivet,’ which celebrates the unwavering pursuit of our founder, George Smith, to create The Definitive Speyside single malt.
“We continue to follow in our founder’s footsteps by acting as a visionary within the category. The Glenlivet Code is our latest example of brand innovation within our portfolio and aims to build consumer knowledge of the single malt category while also developing a deeper understanding of The Glenlivet’s award-winning taste.”
The Glenlivet Code will be available from selected US retailers from the end of April 2018 at a suggested retail price of $120 a bottle.
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