So much for sipping whisky. The Glenlivet, one of Scotland’s best known distillers, is encouraging you to just pop a pod in your mouth instead.
Last week, Glenlivet dropped a bomb on the high-end drinking community, introducing “The Glenlivet Capsule Collection” in a tweet, a 23ml pod (that looks remarkably like a Tide Pod or an oversized suppository) that you pop in your mouth to … enjoy (though it can be a messy experience).
It was definitely a public relations stunt (and, judging by the level of online debate about the capsules, it was a wildly successful one), but the larger question was: Were they real?
Glenlivet teamed with London bar Tayēr to create the pods (or, as they call them, “glassless cocktails”). But if you want one, you’ll have to hurry. They’re being served as part of London Cocktail Week and are only available at the bar through Oct. 13.
Whether they’ll roll out to the rest of the world or at other drink festivals in the future is uncertain.
Tayēr owner Alex Kratena has come up with three different flavored cocktail capsules – citrus, wood and spice. Each is coated in a seaweed extract casing and weighs in at about 3/4 of an ounce (so, about half the size of a standard shot).
Glenlivet, as you might expect, is milking the attention and calls it a continuation of the company’s history of going against the grain.
Whisky fans are being a bit more succinct:
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