Last week, we created two highly immersive influencer events (media/bloggers and consumers aka the Glenlivet Guardians) to celebrate the launch of The Glenlivet Code, a mysterious Single Malt Scotch whisky released from The Glenlivet portfolio without any cask information or tasting notes.

We challenged whisky aficionados to ‘de-code’ its flavour combinations - inspired by the iconic British Bletchley Code breakers of WW2, which ultimately formed the theme for our immersive events.

Our Code Breaking extravaganza, held at London’s underground cocktail bar - The Bletchley, combined magic mind-decoding, code breaking exercises (resulting in personalised cocktails), innovative food pairings and a whisky decoding masterclass led by The Glenlivet’s master distiller. A full-on theatrical experience saw attendees decked out in WW2 military clothing and included Tatler, Conde Nast Traveller, Coach, London Economic, Ape to Gentleman, The Nomadic Gent and Maketh the Man.

To support the launch, food and drink connoisseurs are being challenged by The Glenlivet to embark on an interactive digital flavour journey which starts by scanning the bottle’s code using the Shazam app.

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