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Home / Business / Glenlivets & # 39; Tide Pod & # 39; Whiskey cocktail caps are actually really good

Glenlivets & # 39; Tide Pod & # 39; Whiskey cocktail caps are actually really good




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When released October 2 n Glenlivet & # 39; s video announcement of the new whiskey cocktail capsules got a lot of attention, to say the least. Not necessarily the good type.

In the video, trendy electronic music plays in the background while a slow-motion camera moves over a close-up of Glenlife's colorful capsules, which resemble upscale detergent tablets you don't is meant to eat. A rich Scottish accent gives a description of the product and instructions on how to enjoy it. The whole thing gets pretty pretentious; how can whiskey Tide Pods be interesting, fancy, or even a good idea? [1

9659002] Watch the video here and see for yourself:

Of course, it all blew out on Twitter One example:

… and another:

However, I say ignore the haters.

Push past The Tide Pod Association and you have received something that is a genuinely interesting and tasty project.

First, and most importantly, the cocktails themselves are delicious. Created by multi-award winning mixologist and Tay +r + Elementary co-founder Alex Kratena and each of the three capsule cocktails uses Glenlivets Founder & # 39; s Reserve Whiskey to make three different drinks, titled Citrus , Wood, and Spice, with radically different profiles for each other. My favorite among the three was Wood, which has the founder's reserve, sandalwood distillate, aged aquavit from Tayēr, oloroso sherry, rosso vermouth and cedarwood cordial.

Then it's & # 39; Tide Pod & # 39; part of the cocktail experience, the unfortunate – so packaging. This is actually quite sneaky. Cocktails are wrapped in a rope extract casing created by a company called Notpla . When I got to try them, I was surprised to find that the cocktail was slowly oozing out of its packaging rather than in an unexpected, surprising, unpleasant burst. The packaging itself had a neutral and perfectly comfortable texture and feel (without much taste). It may not look good, but it is practical and sustainable, 100% biodegradable and perfectly edible.

With a mission to erase plastic packaging, other projects by this company have included water distribution and juice by marathons (reducing the use of plastic bottles) or replacing plastic bags for sauces. While replacing a glass in a bar may not be so convenient, introducing the material into the beverage industry can lead to other innovative uses.

Even if you don't like the idea, this is not a product that will nevertheless be sold in your local wine monopoly, or even your local bar. It is a one-time gimmick served at just one bar in London, during the annual London Cocktail Week . That's it. Maybe Glenlivet might try it somewhere else in the future, but maybe not if the brand feels that the electronic shadow casting is not worth it. However, this is not a mass market product, it is just a new way to appreciate and enjoy whiskey and cocktails, using sustainable packaging, for a limited time.

Although there is a very fair argument that the video is pretentious and over the top, this is a great project that breaks new ground. It introduces a new way of thinking about sustainability and waste reduction in the beverage industry. It introduces a new audience to single malt whiskey with delicious cocktails, served through a memorable and unique tasting experience.

I thought it was really worth it, and I hope that the whiskey industry as a whole is not deterred by the negative responses to something all the haters haven't tried. This is really innovative and it's a good thing.

Also ignore the purists who take the opportunity to preach how whiskey should 'be enjoyed'. Drink whatever you want, whether nice, with a splash of water, or in Tide Pod cocktail form at one of London's top bars if you like.

Of course, beyond online mockery, from another perspective, it can be said that Glenlivet's marketing team has succeeded beyond their wildest dreams. By going viral with this & # 39; Tide Pod & # 39; project, get an absurd amount of media coverage about a smaller story, and awaken conversations about sustainability and how single malts could and should be enjoyed, Glenlivet may be another case study proving Irish writer Brendan Behan right: "It's no bad advertising except an obituary. "

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When it was released on October 2 and Glenlivet's video about its new whiskey cocktail capsules got a lot of attention, to say the least. Not necessarily the good type. [19659002] In the video, trendy electronic music plays in the background while a slow-motion camera moves across a close-up of Glenlife's colorful capsules, resembling upscale detergent tablets you're not supposed to eat. A rich Scottish accent gives a description of the product and instructions on how to delight It all comes off as pretty pretentious; how can whiskey Tide Pods be interesting stuff, fancy, or even a good idea?

Watch the video here and see for yourself:

Of course it all blew on Twitter: One example:

… and another:

However, I say ignore the haters.

Push past the Tide Pod Association and you have something that is a really interesting and tasty project.

feed First, and most importantly, the cocktails themselves are delicious. Each of the three capsule cocktails was created by multi-award winning mixologist and Tayer + Elementary co-founder Alex Kratena, using Glenlivits Founder's Reserve Whiskey to make three different drinks, titled Citrus, Wood and Spice, with radically different profiles for each other. My favorite among the three was Wood, which has the founder's reserve, sandalwood distillate, aged aquavit from Tayēr, oloroso sherry, rosso vermouth and cedarwood cordial.

Then it's & # 39; Tide Pod & # 39; part of the cocktail experience, the unfortunate – so packaging. This is actually quite sneaky. Cocktails are packed in a seaweed extract casing made by a company called Notpla. When I got to try them, I was surprised to find that the cocktail was slowly oozing out of its packaging rather than in an unexpected, surprising, unpleasant burst. The packaging itself had a neutral and perfectly comfortable texture and feel (without much taste). It may not look good, but it is practical and sustainable, 100% biodegradable and perfectly edible.

With a mission to erase plastic packaging, other projects by this company have included water and juice distribution at the marathon (reducing the use of plastic bottles) or replacing plastic bags for sauces. While replacing a glass in a bar may not be so convenient, introducing the material into the beverage industry can lead to other innovative uses.

Even if you don't like the idea, this is not a product that will nevertheless be sold in your local wine monopoly, or even your local bar. It's a one-off gimmick served at just one bar in London, during the annual London Cocktail Week. That's it. Maybe Glenlivet might try it somewhere else in the future, but maybe not if the brand feels that the electronic shadow casting is not worth it. However, this is not a mass market product, it is just a new way to appreciate and enjoy whiskey and cocktails, using sustainable packaging, for a limited time.

Although there is a very fair argument that the video is pretentious and over the top, this is a great project that breaks new ground. It introduces a new way of thinking about sustainability and waste reduction in the beverage industry. It introduces a new audience to single malt whiskey with delicious cocktails, served through a memorable and unique tasting experience.

I thought it was really worth it, and I hope that the whiskey industry as a whole is not deterred by the negative responses to something all the haters haven't tried. This is really innovative and it's a good thing.

Also ignore the purists who take the opportunity to preach how whiskey should 'be enjoyed'. Drink whatever you want, whether nice, with a splash of water, or in Tide Pod cocktail form at one of London's top bars if you like.

Of course, beyond online mockery, from another perspective, it can be said that Glenlivet's marketing team has succeeded beyond their wildest dreams. By going viral with this & # 39; Tide Pod & # 39; project, getting an absurd amount of media coverage on a smaller story, and raising conversations about sustainability and how single malts could and should be enjoyed, Glenlivet may be another case study proving Irish writer Brendan Behan on the right: "There is no bad mention except for an obituary. "


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