The Glenlivet recently announced the U.S. launch of limited-edition The Glenlivet Code, a single malt introduced without cask information or tasting notes. Inspired by the iconic British Code breakers, the latest innovation is a unique combination of flavors that will measure the senses of even the most discerning whisky drinker by entering a digital tasting experience where they will be challenged to “Unlock the Taste” of the mystery whisky.
“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,” said Master Distiller, Alan Winchester. “This year’s limited edition is a labyrinth of flavors 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.”
To begin the decoding challenge, consumers are invited to scan a code on the back of The Glenlivet Code bottle carton using the Shazam app to enter a virtual underground room. There, 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 flavors for the palate from several possible combinations. After decoding the flavors of the new whisky, participants will be given a score which they can post on their social channels to see how they rank against their peers. The official tasting notes will be revealed at the end of the year to give consumers the time to discover and enjoy the liquid themselves.
The Glenlivet Code will be available at U.S. retailers from the end of April 2018. Consumers can log onto www.TheGlenlivet.com to find out more about the digital experience and share their experience on social media using #TheGlenlivetCode.
The Glenlivet Code (96 proof)
Visual: Medium-light gold.
Nose: Baking spice, slight tree fruit, vanilla and soft smokiness.
Taste: Dry, woody and autumnal. A bit of gingery heat and cinnamon tones. A curious pear taste at the very end.
Finish: Medium long, with a fruity finish.
Overall: Very interesting. The challenge is shorter than I expected, but a fun experience. The actual whisky itself is very good, and different enough that it is obvious that the barrels used in aging are unusual. Perhaps a combination of beer and wine? We shall see later this year.
GSN Rating: A-
For more information go to: The Glenlivet