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Mysterious Single-Malt Whiskies

'The Glenlivet Code' is Paired with Shazam and an AR Experience

— March 22, 2018 — Lifestyle
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.
Trend Themes
1. Mysterious Single-malt Whiskies - Disruptive Innovation Opportunity: Create limited-edition products that engage consumers to rely on their own experience and knowledge, challenging them to decode tastes and flavors.
2. AR Experiences for Product Engagement - Disruptive Innovation Opportunity: Utilize augmented reality technology to enhance consumer experiences and create interactive challenges.
3. Digital Integration in Alcoholic Beverages - Disruptive Innovation Opportunity: Incorporate digital elements, such as Shazam codes, to create a seamless blend between physical products and digital content.
Industry Implications
1. Alcoholic Beverage - Disruptive Innovation Opportunity: Develop unique product offerings and experiences to engage consumers and differentiate brands in the competitive alcoholic beverage industry.
2. Augmented Reality - Disruptive Innovation Opportunity: Explore how augmented reality can be integrated into various industries to create immersive and interactive experiences for consumers.
3. Digital Marketing - Disruptive Innovation Opportunity: Find innovative and creative ways to integrate digital technology and platforms into marketing strategies, enhancing consumer engagement and brand visibility.
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