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The Glenlivet Alpha: a mystery expression

Chivas Brothers has launched a “mystery expression” of The Glenlivet single malt Scotch whisky. The Glenlivet Alpha has been released without cask information or tasting notes.

Presented in a black bottle to preserve the mystery, consumers are encouraged to “let taste and smell lead their experience of The Glenlivet Alpha”. Connoisseurs of the range will be able to identify its signature style but also discover a new flavour palate due to the inclusion of never-before-released spirits.

The Glenlivet Alpha launch will be supported by an integrated marketing campaign that will see consumers exploring The Glenlivet’s complex flavours through multi-sensory experiences both online, through and the brand’s Facebook page, and offline. The campaign is also expected to generate discussion and a deeper understanding of the brand.

The campaign includes a launch film, advertising, in-store activity and a global media launch event in London. Additional films, which explore the roles of sight, smell, taste and feel on flavour perception, will be hosted on The Glenlivet’s digital social media platforms and will link through to online sensory challenges. Sensory experts including taste visualisation specialists, Greyworld, will also be working with the brand on the campaign.

In June, master distiller Alan Winchester will reveal the mystery behind The Glenlivet Alpha via a global broadcast on and on the brand’s Facebook page.

Nikki Burgess, international brand director for The Glenlivet, says: “This is the first time anyone has launched a ‘blind’ whisky in this way and we are confident that this innovative campaign will excite whisky drinkers and help them to truly appreciate single malt and understand the flavours they taste in The Glenlivet’s award-winning range.”

With only circa 3,500 bottles worldwide, The Glenlivet Alpha will be available in US, UK, France, Netherlands, Italy, Germany, Denmark, Sweden, Switzerland, Andorra, China, Hong Kong, Malaysia, Taiwan, Japan, India and South Africa and will retail at US$120.


9 May 2013 - Felicity Murray