16 Aug 2023 Glenlivet creates Twist & Mix Cocktails
Pernod Ricard-owned The Glenlivet has debuted a line of ready-to-serve whisky-based cocktails created using first-to-market technology.
The Glenlivet Twist & Mix Cocktails line is said to provide a premium, crafted experience without the hassle of leftover ingredients, complex recipes and bar equipment.
Speaking to The Spirits Business, Yogesh Gandhi, global head of innovation at Pernod Ricard’s Scotch whisky arm, Chivas Brothers, explained: “The Glenlivet Twist & Mix Cocktails use first-to-market patented Vessl cap closure and mixing technology.
“Consumers simply twist the cap, and the cleverly designed mechanism will burst natural flavours into The Glenlivet single malt whisky.”
The collection is debuting with two expressions – an Old Fashioned and a New Manhattan.
Maintaining the flavour profiles of the classics, the ‘silky’ taste of the Old Fashioned is achieved with the tasting notes of orange, nutmeg and cinnamon, while the New Manhattan is described as a testament to the timeless classic featuring notes of cherry and ginger.
Gandhi continued: “As two of the most iconic and well-loved cocktails, the Old Fashioned and New Manhattan were selected as the two flavours in the range so that we could bring The Glenlivet Twist & Mix Cocktails to as many consumers as possible.
“Consumer demand for products that perfectly fit their needs and lifestyle is increasing and as part of this, many are looking for ways to enjoy their favourite cocktails at home. As a result, appetite for ready-to-drink products has increased rapidly – between 2017 and 2022, the category nearly doubled in volume and further growth is projected as new innovations enter the market (IWSR 2022).
“The market segment is highly competitive – in the development of The Glenlivet Twist & Mix Cocktails, our ambition was to create a distinctive product that would give consumers access to effortless, premium bar-quality cocktails without the waste that can come with making cocktails at home.”
He added that in recognition of the rising popularity of at-home entertainment, the firm also wanted to give consumers “the opportunity to recreate and share special moments of conviviality with ease – both in person and on social media”.
Jayne Murphy, global marketing director, malts, at Chivas Brothers, said: “For nearly 200 years, The Glenlivet has broken tradition, so it’s in our pioneering spirit to, together with Vessl, develop a new way to enjoy ready-to-drink cocktails – unleashing a fresh, elevated at-home experience that meets global consumer demand.
“We caused a bit of a stir when we launched The Glenlivet Capsule Collection back in 2019 – but now we think the world is ready for perfectly-made single malt whisky cocktails.”
Gandhi noted that this new packaging solution is a continuation of Pernod Ricard’s ‘breakthrough innovation’ that has been most recently demonstrated by the launch of the fully bio-based and recyclable Absolut paper bottle.
“Chivas Brothers is making use of this technology in a first, not only for Scotch, but the wider spirits category. And in continuing The Glenlivet’s spirit of innovation, The Glenlivet Twist & Mix Cocktails break new ground for how whisky can be enjoyed,” he said.
The Glenlivet Twist & Mix Cocktails have launched in a 375ml bottled format, each containing eight servings.
They are exclusively in the US for RRP $21.99 from August 2023, with further markets to be announced.
Source: The Spirits Business