Glenlivet creates ‘ultimate whisky challenge’By Amy Hopkins
The Glenlivet has launched a new limited edition that does not offer any cask information or tasting notes, designed to be the “ultimate challenge” for single malt Scotch drinkers.
The new release from the Chivas Brothers-owned brand, called The Glenlivet Cipher, also features an opaque black bottle and has been crafted from a unique cask combination never before used by The Glenlivet.
Drinkers are tasked to “decode” its flavour profile as part of an interactive digital experience, testing their noses and palates against master distiller Alan Winchester.
They are directed to The Glenlivet microsite cipher.theglenlivet.com after following clues on the bottle’s label.
Once online, Winchester invites visitors to decipher the tasting notes through a video, challenging them to create a flavour wheel by selecting six aromas for the nose and six flavours for the palate, indicating the strength of each, resulting in more than 10,000 possible flavour combinations.
Once the flavour wheel has been created, users will receive a cipher of their tasting notes and a percentage score that can be shared on social media. Winchester will reveal the official tasting notes of the expression to The Glenlivet Guardians, an online community of “brand advocates”, at a later date.
“The rise in the popularity of single malt Scotch whisky over the past 10 years means that more people than ever are actively nosing, tasting and discussing single malt Scotch whisky, which is fantastic,” said Winchester.
“It is therefore a great pleasure to introduce The Glenlivet Cipher to the world as it presents a challenge for Scotch whisky fans at all levels.
“For the true whisky connoisseurs out there, we have combined a unique and original selection of casks to craft The Glenlivet Cipher as part of our commitment to building upon the flawlessly smooth and fruity house style of The Glenlivet.”
The Glenlivet Cipher has been launched by newly appointed brand director for Chivas Brothers’ malts portfolio, Miriam Eceolaza Zabalza.
“I bring with me a deep respect for the value of heritage, provenance and craftsmanship to discerning drinkers around the world from my time at Pernod Ricard Winemakers, and I very much look forward to helping The Glenlivet continue to push the boundaries of flavour exploration and set the standard for the quality and style of Scotch whiskies from the iconic Speyside region,” she said.
The Glenlivet Cipher will be available from this month in 25 markets worldwide, including the UK, Taiwan and Canada, at an RRP of US$120.00.