The Glenlivet ‘Capsule Collection’
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.