I love a good whisky now and again, but do you know what I really hate?

The glass that the whisky comes in.

Come now, this is 2019 and there really is no reason we need an actual glass to drink out of.

Clearly, I’m taking the piss, but somebody involved with Glenlivet Whisky has actually had these thoughts recently.

Either that, or it’s a marketing campaign that will soon roll out based on the attention that the Glenlivet Capsule Collection has thus far captured.

To start, here’s the description from the video that went live last week, and has set tongues wagging:

The Glenlivet, the original Speyside single malt, has partnered with sustainable packaging company Nootka and cocktail legend Alex Kratena to unveil a ‘Capsule Collection’ of glassless cocktails that break convention and redefine the way whisky is traditionally enjoyed.

Before we go any further, watch said video:

Their first mistake was letting somebody other than Sean Connery narrate.

A few of the comments on that video sum up the general reaction:

Teens are totally going to stick these in their butts.

What genius looked at the Tide Pod challenge and thought, “hot damn! that’s a great idea!”

Quite possibly the most ridiculous thing I have seen this year.

There have been plenty of Tide Pod reactions, in case you were wondering.

If that last one is true, you haven’t been paying attention, but moving along.

MarketWatch reporters seem to think it might be a marketing stunt, too:

In what may either be a creative bid to win millennial drinkers or just a ridiculous publicity stunt, famed single-malt Scotch whisky maker The Glenlivet last week unveiled its “Capsule Collection,” a new way of imbibing for those too lazy to pour liquid into a glass.

…critics pointed out that the capsules don’t let imbibers add a bit of water, which enhances whisky’s flavor; that most people enjoy sipping a fine Scotch whisky rather than chugging it; and that the portability of the capsules could be negated by the need to carry it in a hard container so they don’t burst in one’s pocket.

The capsules will be served at Tayēr + Elementary, a London bar whose owner/bartenders collaborated with Glenlivet to create the cocktails, through Oct. 13. They’re not yet available in the U.S., and it is unclear if they’ll ever hit store shelves, or are a one-time concoction aimed at trolling for outrage (cough cough and publicity) on the internet.

If I had to put money on it, I would say it’s a marketing stunt, and could, therefore, be dubbed a massive success thanks to the intense media coverage it’s already generated.

I guess we will just have to wait and see.

[source:marketwatch]