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Pernod To Launch New “Mystery Whisky,” Glenlivet Alpha

May 8, 2013

Pernod’s Chivas Brothers unit says it’s breaking new ground with the launch of Glenlivet Alpha, a so-called “blind whisky,” that will be released without cask information, tasting notes and other descriptive info. Packaged in an opaque black bottle, Alpha will launch in the U.S., U.K., France, the Netherlands, Italy, Germany, China, India and other global markets at a retail price of $120 a bottle, of which 3,500 were produced.

Pernod will back the mystery Glenlivet expression with an integrated campaign including social media elements that will see consumers interactively explore its taste profile. A series of “online sensory challenges” will gradually shepherd consumers along the path to unlocking Alpha’s secrets, the company said. In June, Glenlivet master distiller Alan Winchester will reveal the product’s makeup in a global broadcast on the brand’s webpage and Facebook page.

“This is the first time anyone has launched a ‘blind’ whisky in this way and we’re confident that this innovative campaign will excite whisky drinkers and help them to truly appreciate single malt and understand the flavors they taste in The Glenlivet range,” said Glenlivet international brand director Nikki Burgess. Up 17% to 900,000 cases globally last year, The Glenlivet is the number-two single malt brand worldwide and has grown by 50% since 2009, according to Impact Databank.

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