A new single malt has been released for The Glenlivet without cask information or tasting notes to challenge drinkers to go on “a journey of discovery”.
Inspired by Britain’s code breakers, The Glenlivet Code presents the brand’s smooth and fruity house style but with some additional twists, with ABV of 48%.
The limited edition is supported by an interactive digital experience, themed around code-breaking, which aims to test drinkers’ knowledge and understanding of single malt whisky.
By scanning a code on the back of the bottle carton using the Shazam app, they enter a virtual underground room where they are greeted by a hologram of The Glenlivet’s master distiller Alan Winchester. He challenges 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 other people. The official tasting notes will not be revealed until the end of the year.
Alan 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.”
It follows the release in 2016 of The Glenlivet Cipher single malt which came in an opaque black bottle with no other information except that it came from a “unique cask combination that has never before been used by The Glenlivet”.