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Twitter Marketing The Glenlivet

A Twitterverse timeline of The Glenlivet’s whisky pods uproar


By Kyle O'Brien, Creative Works Editor

October 8, 2019 | 4 min read

When The Glenlivet announced with a video that it would be serving three cocktail combinations in edible ‘whisky pods’, the Twitterverse exploded with opinions, most of which came from people who had never tried the whisky delivery units.

Glenlivet capsule collection

The Glenlivet Capsule Collection

Since then, the pods have been ridiculed, compared to Tide Pods, called evil, a “bad idea” and an “abomination” by whisky purists.

It started with a video on 4 October demonstrating “an original whisky drinking experience” with glamour shots of the three pods. The Glenlivet partnered with sustainable packaging company Notpla and co-owners of Tayer + Elementary, Alex Kratena and Monica Berg, to create three original cocktails for the capsules, which are inspired by the elements and flavours of The Glenlivet Founder’s Reserve: Citrus, Wood and Spice. The company states that the ‘Capsule Collection’ of glassless cocktails would “redefine the way whisky is traditionally enjoyed”.

Each 23ml capsule holds 0.77oz of alcohol, roughly half a typical shot.

The backlash was swift, with many calling it the next ‘Tide Pod Challenge’.

Glenlivet Tide Pods
Glenlivet Tide Pod comparison

Whisky traditionalists decried the idea because they prefer to sip and savor their whisky.

National Post

Others called it ‘Gushers for adults’, referring to the sugar-fruit juice candy concoction.


Then people went below the belt with some suppository humor.

Glenlivet suppository

What many people originally overlooked was that the pods are only available at London Cocktail Week, which runs through 13 October. This prompted the brand to tweet out that The Glenlivet is “committed to producing safe, responsible and delicious products for adults”, nothing they are not available anywhere except Cocktail Week.

Glenlivet clarification

Still, that didn’t silence the critics.

Glenlivet critic

Not even the woman in The Glenlivet’s video seems to like the experience.

Glenlivet woman

However, a few people wanted the idea to expand beyond London.

Glenlivet USA

The Drum received an official statement from The Glenlivet regarding the capsules: "The Glenlivet Capsule Collection is a limited-edition cocktail experience and only available at one London bar during London Cocktail Week, which ends October 13, 2019. Our innovative cocktails were made with edible seaweed casings that were created to highlight the potential future of sustainable cocktail experiences, so consumers can explore new ways in which single malt Scotch whisky can be enjoyed by those of legal drinking age. The Glenlivet only promotes responsible drinking, and the capsules are designed to be enjoyed in moderation by adults in a regulated and licensed environment. The cocktail capsules are not for sale and there are no plans to make them available in the United States or any other market at this time."

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