A revolutionary new way to enjoy a cocktail is getting mixed reactions as many Scotch whisky fans are just confused by the “alcoholic Tide pods.”
The Glenlivet, one of the world’s top whisky producers, launched the “glassless cocktails” as part of its “Capsule Collection” coinciding with London Cocktail Week, a seven-day mixed-drink festival.
(Video: YouTube/The Glenlivet)
“No ice. No stirrer. No glass. We’re redefining how whisky can be enjoyed … #noglassrequired,” the Scottish brand tweeted along with a video of the new products which strangely resemble the detergent pods.
The 23-milliliter pods are apparently made from edible seaweed.
“A first of its kind for a spirit brand, the edible capsules are 23ml in size, fully biodegradable and provide the perfect flavour-explosion experience,” the company explained. “Enjoying them is simple, the capsules are popped in the mouth for an instant burst of flavour, and the capsule is simply swallowed.”
The announcement set off a flurry of online reactions, most just questioning the need for an edible cocktail pod.
Ummm, whisky cocktails are for sipping & savouring, not exploding in your mouth all in one go. ?
— Susie Mac (@Mazy_Musings) October 5, 2019
Just put it in an IV bag. Let’s get to the inevitable conclusion
— roxane gay (@rgay) October 5, 2019
I can no longer distinguish reality from parody.
— David Roberts (@drvox) October 5, 2019
Even “The View” co-host Meghan McCain offered her assessment of The Glenlivet’s new “first of its kind” product.
— Meghan McCain (@MeghanMcCain) October 5, 2019
“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’s director Miriam Eceolaza said in an announcement, according to Food and Wine which described the pods as “sort of like Gushers, but whisky.”
“The Glenlivet Capsule Collection does exactly that, and we’re excited to see how people react when they try our glassless cocktails,” Eceolaza added. “Our founder, George Smith, always went against the grain, bucking tradition and doing things differently. The Glenlivet Capsule Collection continues his pioneering spirit today.”
This may have been a few steps too far “against the grain” for many especially in light of the dangerous Tide Pod Challenge, which prompted YouTube to eventually pull all the videos from its site for violating its rules by encouraging “dangerous activities that have an inherent risk of physical harm.”
The American Association of Poison Control Centers issued a statement last year on the dangers of being “exposed to a liquid laundry packet: in this way, noting the effects included the potential of “seizure, pulmonary edema, respiratory arrest, coma, and even death.”
No telling if The Glenlivet scored a winner with their new pop-in-your-mouth cocktails, but Twitter users were quite vocal in their reactions.
CEO to CMO: How do we sell whiskey to GenZers that drinks less?
CMO: I know! We’ll put the whiskey into Tide Pods, and they’ll be pounding them nonstop! https://t.co/Kjar5Gfc9w
— Antonio García Martínez (@antoniogm) October 5, 2019
Jello shots. You reinvented jello shots.
— Jordan Weissmann (@JHWeissmann) October 5, 2019
Also, do we really want to create something that alcoholics can carry with them and pop like Tic Tacs?@TheGlenlivet think it through…
— Stephen LeGresley (@S_LeGresley) October 5, 2019
Ron Swanson does NOT approve. ? pic.twitter.com/77JyNtiZf2
— Joel (@odysseusunbound) October 3, 2019
No. No, no, no, no, no. NO. No.
— Tim Stanley (@timothy_stanley) October 5, 2019
A round of detergent pods for the entire bar!
— Brandon Scott Wolf [indie darling] (@BrandonEsWolf) October 5, 2019
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