MASTER YOUR SENSE WITH THE GLENLIVET ALPHA;
A NEW MYSTERIOUS AND RARE SINGLE MALT
The Glenlivet, the single malt that started it all, is launching a rare whisky whose unique character can be discovered by using your senses to unlock the flavours within.
The Glenlivet Alpha is a mystery, released with no cask information, tasting notes or age statement. Its flavour secrets can be unlocked via a series of online challenges provided by The Glenlivet to help whisky lovers engage their senses.
Presented in a striking black bottle preserving the mystery until the liquid is poured, the limited edition of only 3,350 bottles has been crafted in secret by Master Distiller Alan Winchester at The Glenlivet Distillery in the heart of Speyside. The Glenlivet Alpha is a truly unique and distinct whisky from the distillery’s exceptional cask collection, which is renowned for its superior quality and flawless character.
Each week, the secrets of Alpha can be unlocked by taking part in a series of online challenges dedicated to each sense. Using a suite of interactive digital tools, whisky lovers & novices alike can explore the unique flavours of The Glenlivet range through look, smell, taste and feel.
Master Distiller Alan Winchester comments: “Flavour is a multi-sensory experience: one that combines the subtleties of sight and feel, in addition to taste and smell. By withholding information on the casks used to create The Glenlivet Alpha and encouraging people to use their senses, I hope they will gain a greater appreciation of its particular flavour, and expand their understanding of the great complexity and depth of our unique single malt whisky. I can’t wait to hear people’s reactions.”
Following the launch, insiders from The Glenlivet Distillery including Master Distiller Alan Winchester will be on hand to offer clues to The Glenlivet Alpha’s secrets and directly answer questions within the online community created to host the global discussion about this product.
Challenges may be taken and shared on The Glenlivet website and Facebook page during a six week period. The secrets of The Glenlivet Alpha, including all tasting notes, will be finally revealed by Master Distiller, Alan Winchester at the end of this period.
The Glenlivet has left an inspiring legacy to single malt enthusiasts all over the world. Its exceptional product quality and rich history have flowed through time, remaining popular across generations whilst always staying true to the spirit’s essence. The Glenlivet Alpha is an exciting release for The Glenlivet distillery that will help consumers to unlock their understanding and appreciation of single malt.
For further information please contact David Netherton at Bacchus PR:
firstname.lastname@example.org or call 020 8968 0202
Notes to Editors:
- The Glenlivet Alpha will be available to purchase from selected retailers including the Whisky Shop, The Whisky Exchange, Master of Malt from 8th May 2013 for the price of £95
www.thewhiskyexchange.com www.masterofmalt.com www.whiskyshop.com
- The sense challenges will go live on Facebook and The Glenlivet website www.TheGlenlivet.com from 7th May 2013
- The identity of The Glenlivet Alpha will be announced on The Glenlivet website with a live reveal video in w/c10th May June with a reveal video
About The Glenlivet:
The Glenlivet is currently the No. 2 single malt whisky in the world and the No.1 single malt in the US – the world’s largest malt whisky market. Crafted in the remote Livet Valley since 1824, it is the only whisky with the unchallengeable right to be called The Glenlivet.
George Smith set up a distillery to capture the character of the wild, isolated hills and ferocious climate of Glenlivet valley. His whisky was demanded by King George IV and enjoyed by aristocracy north and south of the border, who had heard of an illicit dram so smooth they had to taste it themselves. George Smith’s whisky became renowned as the smoothest, imitated far and wide and even recognised in the writings of Charles Dickens. Yet it was only after years of legal wrangling that his son, John Gordon Smith, finally prevailed in 1824, to establish The Glenlivet as the first licensed distillery in the Parish of Glenlivet, henceforth known as the single malt that started it all.
About Pernod Ricard
Created in 1975 by the link-up of Ricard and Pernod, the Pernod Ricard Group is the world’s no. 1 premium and prestige spirits company and world co-leader in wines and spirits. Pernod Ricard services 75 market companies, and has proudly built a unique and comprehensive portfolio of brands including Chivas Regal, The Glenlivet, Absolut, Beefeater, Havana Club, Martell, Champagnes Perrier-Jouët and G.H.Mumm, and many more.