Annually, Glenlivet releases a mystery bottle that takes inspiration from British code-breakers and its newest product, The Glenlivet Code, has been launched in collaboration with Shazam.
Previous releases from Glenlivet have included Alpha and Cipher, and the newest iteration on this idea takes the form of a limited-edition single-malt whisky that is packaged without cask information or tasting notes. As such, consumers are invited to rely on their own experience and knowledge to interact with the product.
The $120 bottle is paired with a digital experience, so that when its Shazam code is scanned, an augmented reality experience is unveiled, transporting drinkers to a virtual room in the underground. As part of the interactive experience, Glenlivet’s master distiller issues a challenge, tasking consumers to decode the taste of the whisky by identifying the aromas and flavors. Ultimately, one's assessment will be given a score that can be shared on social media, but the official tasting notes for the whisky will not be revealed until the end of the year.