Think ‘Scotch Pods’ ala Tide Pods (but to be clear, these are ‘Scotch Cocktails’ – not only whisky).
Or don’t. Really. Don’t think about it.
When I saw this posted on Twitter, I thought for certain it had to be a gag. Not until seeing the actual posting on Pernod-Ricard.com did I accept that “this is not a joke” (although I believe that is still debatable).
Don’t get me wrong – I love innovation in whisk(e)y. Whether it’s Maker’s Mark inserting staves, or Compass Box doing . . .well, what they do – I applaud folks for looking for new and interesting ways to unlock flavors and develop new products.
But this . . . no.
For starters, pretty much every whisk(e)y drink I know doesn’t take a 23 ml “sip” all at once (which is roughly 3/4 of an ounce, or half a shot). And it isn’t just the size – this eliminates anyone being able to add water, or ice, or do . . . anything beyond simply swallowing it.
I’m curious what market research suggested that folks would be interested in this sorta thing. I could see this delivery mechanism for things like soda (or as my Yankee family would call it – ‘pop’), or for parties having Vodka jello-shots in this type of package (although I do not condone ‘rapid alcohol consumption’ vehicles). But the whole premise seems to lack understanding about what whisk(e)y drinkers (at least the ones I’ve spoken to) are looking for in their whisk(e)y enjoyment experience.
Sometimes innovation means something that is . . . well . . . this.
Cheers!
Gary
UPDATE: Readers pointed out that the capsules themselves are a cocktail (not just whisk(e)y), which is better . . . although I’m still not a fan.
Looks like they are serving them as short cocktails and not as a straight dram.
Thanks for pointing that out Andrew; you’re exactly right! Updated to reflect that 🙂
Seriously f’d up Glenlivet. Did they bring the New Coke guy out of retirement for this product development?
Ooooooh!!!!! THIS Sounds like exactly what I’ve always been seeking as a way to truly enjoy an in-depth whisk(e)y experience.
The drama of teasing out the aromas? Who needs that!?
The expectation created by seeing the color of the dram in your glass? Nah! Who has that kinda time, right?
Enjoying the evolution of flavors as the sweet notes tickle the tip of your tongue, while the spicier nuances invade your mid-palate? Fuggetaboutit!!!!
Just get that alcohol to the brain cells, I say; and get on with the real reason for the whole exercise. . . RIGHT??!!