A whisky company has been mocked online after releasing a promotional video for Scotch capsules.
Glenlivet has revealed the "Glenlivet capsule collection", single malts encapsulated inside small edible seaweed pods.
Appearing on the The Glenlivet Twitter account, the post read: 'No ice. No stirrer. No glass. We're redefining how whisky can be enjoyed.
In the advert, a voice over announces: "The Glenlivet has released an original whisky drinking experience.
"A collection of edible cocktail capsules made from seaweed, meaning no need for glass, ice, or a cocktail stirrer."
It goes on to say: "The Glenlivet capsule collection sets new standards."
However, the new line from the Speyside firm - which closely resemble laundry detergent tablets - didn't go down well with social media users and trolls, who left a series of humorous and scathing comments.
One user said: "Thanks, but… it wasn't hard to drink Scotch."
While one bemused person commented: "No one asked for this."
One Twitter user sees this as a major PR flunk, and argued: "Some evil genius marketer produced advertisement that just destroyed the carefully cultivated mystique of The Glenlivet brand.
"Think Goizueta’s New Coke disaster times 100."
Other users saw the funny side, saying: "Carry some in your pocket for that afternoon pick-me-up!"
I like the Daily Record newspapers take on it "dishwasher tablet-shaped cocktail capsules"
At the end of the day they are not single malt whisky pods but whisky cocktail pods, i don't know what the measure of whisky/alcohol each pod will contain but if it is at least a 25ml measure it really does nothing for responsible drinking to put a pod in your mouth and consume it in seconds
The Glenlivet cocktail pods were apparently created especially for London Cocktail Week and wont be on general release, they were simply something different they created to promote their single malt being used in cocktails. I would guess each pod would have no more alcohol in it than you would find in a mouthful of your average cocktail.
I see the Glenlivet cocktail pods video has had over 8.4 million views on twitter and loads of comments, not all good with many thinking its a pod of single malt whisky. Was the video a bit of marketing, it certainly has got the brand noticed on twitter, but has it been good marketing for the brand. It was certainly amusing reading some of the comments on twitter.
I saw the Glenlivet pod video earlier today on twitter, I must admit as I didn't pay too close attention to the video I thought it was straight whisky in the pods and thought it was a mad creation, I realise now it was a sample of a cocktail in the pods and they were just a promotional gimmick.
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