INTRODUCING THE GLENLIVET CIPHER – Scotch Whisky News
INTRODUCING THE GLENLIVET CIPHER
The Glenlivet challenges whisky connoisseurs to decode its latest limited edition expression unveiled by new Global Brand Director, Miriam Eceolaza Zabalza
The Glenlivet has unveiled The Glenlivet Cipher, a mysterious single malt Scotch whisky released without any cask information or tasting notes, testing whisky fans’ noses and palates against The Glenlivet Master Distiller, Alan Winchester. An innovative interactive digital experience will build consumer engagement by providing support to decode the flavour profile.
Presented in an opaque 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 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 are encouraged to create a flavour wheel by selecting six aromas for the nose and six flavours for the palate, indicating the strength of each, resulting in more than 10,000 possible flavour combinations.
Additional support – including tasting tips from Alan Winchester plus further clues – helps whisky fans to decode the taste and allows those without a bottle of The Glenlivet Cipher to learn more about the whisky tasting experience. Once the flavour wheel has been created, users will receive a cipher of their tasting notes and a percentage score that can be shared on social media, to generate conversation between fellow whisky enthusiasts. At a future date, Master Distiller for The Glenlivet, Alan Winchester, will reveal the official tasting notes of the expression to The Glenlivet Guardians, the online community of brand advocates.
Alan Winchester comments: “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.”
Newly appointed Miriam Eceolaza Zabalza, added: “It is a great honour to mark my arrival as Global Brand Director for the Malts Portfolio at Chivas Brothers with such an exciting and innovative campaign in The Glenlivet Cipher. I bring with me a deep respect for the value of heritage, provenance and craftsmanship to discerning drinkers around the world from my time at Pernod Ricard Winemakers, and I very much look forward to helping The Glenlivet continue to push the boundaries of flavour exploration and set the standard for the quality and style of Scotch whiskies from the iconic Speyside region.”
Available from June 2016, The Glenlivet Cipher is available in limited quantities in 25 markets worldwide, including the United Kingdom, Taiwan and Canada, at the recommended selling price of $120.
Notes
About The Glenlivet
Created by George Smith in 1824, The Glenlivet is the original single malt Scotch whisky, renowned for its smooth and fruity flavour profile. The Glenlivet is also the biggest contributor to the volume growth of the single malt category worldwide, adding more than any other single malt whisky brand over the last five years. As the single malt that started it all, The Glenlivet is committed to continuing its legacy for crafting single malt whiskies of outstanding quality and has led innovation within single malt in recent years. Standout initiatives include the release of The Glenlivet Alpha, a mystery single malt, and the creation of The Guardians of The Glenlivet, an online hub for fans to engage with the brand and each other.
About Chivas Brothers
Chivas Brothers is the Scotch whisky and premium gin business of Pernod Ricard, the world’s n°2 in wines and spirits. Chivas Brothers’ award-winning portfolio features some of the world’s most revered Scotch whisky brands including Chivas Regal, the world’s first luxury whisky and the No.1 Scotch whisky in China; Ballantine’s, Europe’s No.1 Scotch whisky; The Glenlivet; the original Single Malt that set the standard; and Royal Salute, the world’s only exclusively prestige Scotch whisky range. The portfolio also includes two of the world’s leading English gins – Beefeater, the world’s most awarded premium gin, and Plymouth gin – plus a selection of highly acclaimed single malt whiskies, including Aberlour, Longmorn, Scapa, Strathisla and Tormore. The range is completed by a collection of blended Scotch whiskies operating in many of the world’s key whisky markets which includes 100 Pipers, Clan Campbell, Something Special and Passport Scotch.
About Pernod Ricard
Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of € 8,558 million in 2014/15. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Mumm and Perrier- Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, Graffigna and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,000 people and operates through a decentralised organisation, with 6 “Brand Companies” and 85 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics.
Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.
