The Glenlivet, the original Speyside single malt Scotch owned by the French alcoholic beverages company Pernod Ricard made an announcement that caused plenty of buzz on and offline. In the statement, the company said:
The ‘Capsule Collection’ of glassless cocktails redefines the way whisky is traditionally enjoyed. Launched during London Cocktail Week in partnership with cocktail legend Alex Kratena, the limited-edition The Glenlivet ‘Capsule Collection’ is a range of delicious whisky cocktails served in a seaweed-extract casing, one of nature’s most renewable resources.
A first of its kind for a spirit brand, the edible capsules are 23ml in size, fully biodegradable and provide the perfect flavor-explosion experience. Enjoying them is simple, the capsules are popped in the mouth for an instant burst of flavor and the capsule is simply swallowed. There is no need for a glass, ice or cocktail stirrer.
To launch the ‘Capsule Collection’ The Glenlivet has partnered with Tayēr + Elementary, one of the world’s leading bars. Award-winning bartender and co-owners of Tayēr + Elementary, Alex Kratena and Monica Berg, created three original cocktails for the capsules, which are inspired by the elements and flavors of The Glenlivet Founder’s Reserve: Citrus, Wood and Spice.
“When we saw The Glenlivet Capsule Collection for the first time we knew we wanted to be involved with the launch – the cocktail capsules are unique and push the boundaries of how drinks can be served. This is something we always look to do at Tayēr and so it felt like a natural fit,” said Kratena.
The Glenlivet is the first spirits brand in the world to team up with capsule designers Notpla, a sustainable packaging start-up, to create an original consumption experience. The seaweed used grows at a speed of around 1m per day and actively contributes to de-acidifying our oceans. If discarded, the capsules biodegrade in 4-6 weeks, faster than fruit peel, meaning no waste at all.
“When The Glenlivet approached us to create single malt whisky cocktails we knew it was going to be an exciting partnership. At Notpla we want to create original solutions for how to serve and consume drinks, and The Glenlivet is a brand that is looking to do just the same,” added Rodrigo Garcia Gonzalez, Co-Founder and Co-CEO of Notpla.
The ‘Capsule Collection’ embodies The Glenlivet’s new global campaign – Original by Tradition. Miriam Eceolaza, Director of The Glenlivet, explained, “As a brand that celebrates originality, we are always looking to break the conventions that have determined how single malt Scotch has historically been enjoyed. The Glenlivet Capsule Collection does exactly that, and we’re excited to see how people react when they try our glassless cocktails. Our founder, George Smith, always went against the grain, bucking tradition and doing things differently. The Glenlivet Capsule Collection continues his pioneering spirit today.”
For a taste of The Glenlivet single malt Scotch and other premium whisky brands, visit Whisky Live Beirut from the 10th – 12th of October at the Seaside Pavilion.
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector.
Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC).
She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book.
She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter.
Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler.
It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
