Twist and mix: Glenlivet employs Vessl’s closure cap technology for “first-of-its-kind” cocktail mixer bottles
09 Aug 2023 --- Glenlivet Speyside single malt scotch whisky is launching The Glenlivet Twist & Mix Cocktails, a new line of premium, ready-to-serve, whisky-based cocktails. The line uses a twist cap to mix a burst of cocktail flavorings into the whisky to create cocktails.
The company says the offering “elevates at-home entertaining by providing a premium, crafted experience without the hassle of leftover ingredients, complex recipes and bar equipment.”
The collection is debuting with the Old Fashioned and New Manhattan – two of the most famous whisky cocktails served in restaurants to consumers’ homes.
The twist cap in The Glenlivet Twist & Mix uses Vessl’s patented closure and delivery technology. The offering is housed in elevated, sleek, bold packaging designed by JDO.
“We are impressed how The Glenlivet has adopted the Vessl technology to create high quality, freshly mixed ultra-premium craft cocktails at home with no mess and no effort,” says
Walter D. Apodaca, Jr., founder and CEO, Vessl. “This is exactly the kind of forward-thinking use of our technology that we envisioned, and tastes even better than we imagined.”
Twist, mix and pour
Maintaining the flavor profiles of the cocktails, the silky taste of the Old Fashioned is achieved with the tasting notes of orange, nutmeg and cinnamon. At the same time, the New Manhattan contains notes of cherry and ginger.
The cocktails are ready-to-serve with three simple steps: Twist the cap, watch it mix and pour over ice to share and enjoy.
With this “first-of-its-kind” offering for both the scotch and broader spirits category, the company says The Glenlivet Twist & Mix Cocktails continue The Glenlivet’s nearly 200-year history of breaking traditions and setting new standards.
“The launch of The Glenlivet Twist & Mix Cocktails is the latest example of The Glenlivet leading the category in modernizing single malt scotch whisky," says Johan Radojewski, vice president of marketing – Scotch, Irish & Prestige Whisky, Pernod Ricard USA.
“We are inspiring people to enjoy single malt scotch whisky on more occasions and providing a solution to meet consumer demand for high quality, freshly mixed cocktails that are easy to serve.”
As consumers continue to seek high-quality, fresh-tasting cocktails at-home, The Glenlivet seeks to provide the modern whisky drinker with a premium at-home offering.
New world for whisky design
In 2021, Packaging Insights explored the changing landscape in spirit packaging, with experts noting a shift in typical whiskey designs beginning to change, especially as New World whiskey from Australia, Japan, Taiwan and Korea continues to increase in popularity.
“There is a lot more creative freedom and expression in these whiskies, compared to Scotland, and so a reduction of the classic whiskey cues has occurred,” Rowena Curlewis, CEO at Denomination, told us.
More recently, a Scottish study found that alcohol packaging is an important marketing communications tool that can raise expectations, affect consumer choices, and motivate purchases. Via pack structure, visuals, and marketing, various packaging forms reinforce the idea that alcohol is a desirable product by demonstrating customer acceptability and building enduring brand impressions, found the researchers.
Edited by Louis Gore-Langton
