Glenlivet fans invited to crack ‘ultimate whisky code’By Melita Kiely
Whisky enthusiasts are invited to put their senses to the test with the latest release from The Glenlivet – The Glenlivet Code – which offers no cask information or tasting notes.
The limited-edition expression was unveiled at the Black Rock whisky bar in London yesterday (21 March), when media and industry members were invited to take part in a ‘hackathon’ to unlock the secrets of The Glenlivet Code.
The new release is being supported by an interactive digital experience, inspired by famous British codebreakers and designed to test consumers’ knowledge and understanding of single malt whisky.
By scanning the code on the back of the carton using the Shazam app, consumers will be able to view a virtual underground room.
They will then see a hologram of The Glenlivet master distiller, Alan Winchester, who will challenge them to decode the taste of the liquid by selecting four aromas from the nose and four from the palate out of thousands of possible combinations.
Answers will be marked and scored, and consumers are encouraged to share their results on social media using the hashtag #TheGlenlivetCode to see how they rank against other single malt fans.
The Glenlivet Code is available in 28 markets globally from this month at an RRP of US$120.
Alan Winchester, The Glenlivet master distiller, 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.”
The Glenlivet released its first whisky without cask information or tasting notes, called The Glenlivet Cipher, in June 2016.