The Glenlivet, the famous Speyside distillery unveiled its newest offering called Code, a ‘mysterious’ single malt Scotch whisky inspired by the iconic British Code breakers of WWII. The Glenlivet Code was released without any cask information or tasting notes and whisky connoisseurs around the world are encouraged to “decode” its flavour profile as part of an interactive virtual experience which tests the senses of the whisky fans’ noses and palates against The Glenlivet’s master distiller, Alan Winchester.
The journey to decode the tasting notes begins with scanning the code present behind the carton of the bottle, using the Shazam app. Whisky connoisseurs are able to enter a digital underground room where they are greeted by a hologram of Alan Winchester who will challenge 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 flavour combinations. In the end, participants will receive a score which they can share on social channels such as Twitter using the hashtag #TheGlenlivetCode. The official tasting notes will be revealed at the end of this year to give single malt Scotch whisky enthusiasts a chance to discover and enjoy the drink themselves.
Alan Winchester, thus, 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.”
This is not the first time that The Glenlivet released a limited edition single malt Scotch whisky shrouded in mystery. Back in 2016, The Glenlivet released its first whisky, The Glenlivet Cipher without any cask information or tasting notes and where whisky drinkers participated to decode and create their own aroma and flavour profile.
The Glenlivet Code single malt Scotch whisky is available globally from March 2018 across 28 markets and retails at $120 USD.