Are cocktail pods the wave of the future?
Maybe, according to The Glenlivet. The company’s whisky capsules — think Tide Pods but digestible and safe — are a new way to enjoy the historic drink.
Unveiled last week for London’s Cocktail Week, the single-malt Scotch whisky maker debuted its latest concept, which does away with messy glasses, stirrers and ice — the Capsule Collection.
“No ice. No stirrer. No glass. We’re redefining how whisky can be enjoyed,” the 195-year-old distillery said on social media.
The company posted a 53-second video of people enjoying the pods, er, capsules, saying, “pop the capsules in your mouth and take a bite to release the delicious cocktail ingredients.”
No ice. No stirrer. No glass. We're redefining how whisky can be enjoyed. Introducing The Glenlivet Capsule Collection #noglassrequired pic.twitter.com/F4MGErsfZM
— The Glenlivet (@TheGlenlivet) October 2, 2019
On Monday, after a week of internet consternation, the company was back on social media addressing response to the pods.
“It seems our cocktail Capsule Collection has caused a bit of a stir – we wanted to reassure you The Glenlivet is committed to producing safe, responsible & delicious products for adults,” the company said.
Also if you are not in Britain, you’re out of luck, for now. The company said, “Our seaweed capsules are a limited London Cocktail Week release & are not available elsewhere.”
It seems our cocktail Capsule Collection has caused a bit of a stir – we wanted to reassure you The Glenlivet is committed to producing safe, responsible & delicious products for adults. Our seaweed capsules are a limited London Cocktail Week release & are not available elsewhere
— The Glenlivet (@TheGlenlivet) October 7, 2019
The capsules are being served at Tayer + Elementary, a London bar that collaborated with Glenlivet to create the cocktails, through Sunday, according to MarketWatch.
The capsules, made from seaweed extract, contain 23 milliliters (almost an ounce) of whisky cocktail in one of three flavors: citrus, wood and spice.
“Our founder, George Smith, always went against the grain, bucking tradition and doing things differently,” said Glenlivet, a unit of French beverage giant Pernod-Ricard, according to MarketWatch. “The Glenlivet Capsule Collection continues his pioneering spirit today.”
Here’s a sampling of the how Twitter reacted to the capsules:
Surely this is a sick joke. Glenlivet is not a tide pod. This is an abomination. What is going on. Somebody do something @NicolaSturgeon https://t.co/qebyDjufrI
— ? Ghoulia Macfarlane ? (@juliamacfarlane) October 5, 2019
Oh dear lord no https://t.co/VKtrKeWPKf
— Sam Heughan (@SamHeughan) October 5, 2019
you know gen z is getting older when they’re selling alcoholic tide pods https://t.co/rJ0RBMRDYu
— jabookie (@jaboukie) October 5, 2019
It’s all fun and games until you mix these up with your Tide pods and end up with whiskey-soaked clothes and a stomach pump https://t.co/MAz8L0YvvG
— Parker Molloy (@ParkerMolloy) October 5, 2019
