MASTER YOUR SENSES
An extremely rare single malt, the Glenlivet Alpha was the first whisky to be released without any tasting notes.
To get people to discover its secrets, we created a launch campaign that encouraged users to master their senses. Press and film drove users to our online hub where they could unlock its unique flavour profile.
We created a series of weekly challenges. After each one, users were encouraged to guess The Alpha’s taste profile. Once the campaign was over, The Glenlivet's Master Distiller, Alan Winchester, released its notes live over Google Hangouts.