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Glenlivet Cipher offers fans a taste challenge

The Glenlivet challenges whisky connoisseurs to decode its latest limited edition expression unveiled by new global brand director, Miriam Eceolaza Zabalza

The Glenlivet Cipher is presented in an opaque black bottle and carton, designed by NB Studio, London, to be the ultimate challenge for whisky drinkers. The single malt Scotch whisky has been released without any cask information or tasting notes with the aim of 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.

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 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 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 the consumer 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, the official tasting notes of the expression will be releaved 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.”

Newly appointed Miriam Eceolaza Zabalza, adds: “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 UK, Taiwan and Canada, at a RRP of US$120. 

7 June 2016 - Felicity Murray The Drinks Report, editor