The Scottish distillery Glenlivet launched a ‘Capsule Collection’ of cocktails that come in transparent edible packs. These alcoholic pods can be popped in which is unlikely for a drink that is sipped. The capsules have Scotch whisky in them and it breaks the traditional style of having the drink in glasses. The company that was founded in the 19th century uploaded a 53-second video on Youtube unveiling the walnut-size pouches filled with alcohol. The video says that the edible cocktail capsules made from seaweed require no need for a glass, ice or a cocktail stirrer. Glenlivet partnered with packaging company Nootka and cocktail legend Alex Kratena of London bar Tayēr to create their latest product.
The Scottish brand posted the video on its official twitter handle introducing the Glenlivet Capsule Collection. Along with the video, they used a hashtag #noglassrequired. The video claims that the alcoholic capsules give the 'perfect flavour-explosion experience'.
There were several mixed reactions to the post which shows the display of the new product. A user wrote her concern on the product stating since the capsules are of 23 ml each, people do not have any options apart from having all of it at a time instead of having it slowly. Another user wrote it looks hard to be mixed with water. Another internet user jokingly suggested that Glenlivet should mix crystals of Pepsi to make it a good cocktail. A fourth user bashed the new product calling it evil genius marketing which is destroying the image of the popular brand.
My concern here is that each capsule is 23ml and you have no alternative but to 'drink' it all at once. Not sure what the abv of each one is though 🤔— kaskwhisky (@kaskwhisky) October 4, 2019
Some evil genius marketer produced advertisement that just destroyed the carefully cultivated mystique of The Glenlivet brand.— David Cay Johnston (@DavidCayJ) October 5, 2019
Think Goizueta’s New Coke disaster times 100.
These are perfect for driving. Stuck in traffic? Have a Glenlivet! Kids in the back seat getting on your nerves? Have two! Road trip? One for the road, one for the ditch! What could go wrong?— mdflip (@mdflip) October 5, 2019
Do you love whiskey but find a glass to be annoyingly convenient? Well then, good news! We’ve found a way to add extra steps AND remove most of the enjoyment from the experience! #noglassrequired— @TVsRob (@tvsrob) October 5, 2019
The launch of these edible Glenlivet pods gave birth to a lot of memes on Social Media. Users posted memes with the hashtag the company created, #noglassrequired. They reminded users of the Tide Pods that became a hot topic of discussion on the Internet.