Launched during London Cocktail Week in partnership with acclaimed mixologist Alex Kratena, the limited-edition The Glenlivet Capsule Collection is a range of whisky cocktails served in a seaweed-extract casing, one of nature’s most renewable resources. The casing goes under the Ooho brand from sustainable packaging startup Notpla that was originally reported upon by Packaging World last year (read more at pwgo.to/5295).
Available in citrus, wood, or spice flavors, the 23ml edible capsules are fully biodegradable. “The capsule is simply swallowed,” reads the press release from The Glenlivet. The company says it is the first spirits brand in the world to create this type of original consumption experience. The seaweed used to create the film casing grows at a speed of around 1 m per day and actively contributes to de-acidifying oceans.
“As a brand that celebrates originality, we are always looking to break the conventions that have determined how single malt Scotch has historically been enjoyed,” says Miriam Eceolaza, Director of The Glenlivet. “The Capsule Collection does exactly that, and we’re excited to see how people react when they try our glassless cocktails. Our founder, George Smith, always went against the grain, bucking tradition and doing things differently. The Glenlivet Capsule Collection continues his pioneering spirit today.”
No plans for scale commercialization appear to be in the works at the moment, though the project grabbed shocked headlines.