The Glenlivet has released a ‘mysterious’ limited edition single malt Scotch whisky, in the aim to challenge and engage tasters.
The Glenlivet single malt Scotch whisky has unveiled The Glenlivet Cipher, a released just 1,200 bottlewithout any cask information or tasting notes, testing whisky fans’ noses and palates against The Glenlivet Master Distiller, Alan Winchester.
Presented in a black bottle, The Glenlivet Cipher is designed to be the ultimate challenge for single malt Scotch whisky drinkers. Crafted from a unique cask combination that has never before been used by The Glenlivet, Cipher offers a new flavour experience to explore while maintaining the flawlessly smooth and fruity flavour profile that the distillery is famous for.
The mysterious new expression is being supported by an innovative and interactive digital experience that will build engagement by providing support to decode the flavour profile.
The journey to decode the tasting notes of The Glenlivet Cipher begins on the label of the bottle, where the first clue appears with a prompt to visit the official The Glenlivet microsite at cipher.theglenlivet.com.
Once online, Alan Winchester lays down the challenge to decipher the tasting notes through a video. Visitors to the site can try to decode the aromas and flavours with the help of clues and tasting tips from Winchester. Once users have completed their flavour wheel they will receive a cipher of their tasting notes and a percentage score of their accuracy that can be shared on social media.
At a future date, the official tasting notes will be revealed to The Glenlivet ‘guardians’, the online community of brand advocates.
Winchester said: “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. 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.
“I very much look forward to seeing which whisky fans manage to decipher the expression’s exact flavour profile and cask make-up over the coming months. So log onto cipher.theglenlivet.com to test your senses, increase your knowledge of whisky flavours and share your thoughts on social media using #TheGlenlivetCipher.”
The Glenlivet Cipher will be available in 25 countries worldwide from June in limited quantities. Only 1,200 bottles will go on sale in the UK, with a recommended selling price of £100 per bottle.