The release of a new format by The Glenlivet is breaking all the rules, and we’re here for it. Enter the GoonLivet. Rethinking every possible convention when it comes to the age-old revered tradition that is whisky-drinking, this 12-year-old single malt scotch whisky comes in a 1.5-litre ‘bag-in-box’, yes, just like the goon boxes that graced your teenage years.
The GoonLivet Specs
- Age: 12 Years Old
- Volume: 1.5 liters
- Packaging: Bag-in-box with a gold tap for easy pouring
- ABV (Alcohol By Volume): 40%
- Maturation: Aged in a combination of European and American oak casks
- Distillery: The Glenlivet Distillery, Ballindalloch, Banffshire, Scotland, United Kingdom
- Region: Speyside
The GoonLivet Tasting Notes
- Colour: Caramel and vibrant gold
- Nose: A rich bouquet that combines the freshness of summer meadows with the exotic sweetness of tropical fruits, particularly pineapple (something which The Glenlivet is known for), setting the stage for a complex and inviting aroma profile.
- Palate: The palate is greeted with a tapestry of floral notes and smooth and sweet fruitiness. Fresh peaches and pears make a pronounced appearance, complemented by a subtle backdrop of vanilla. This offers a balanced and multidimensional tasting experience.
- Finish: The experience culminates in an elegant and comforting aftertaste featuring marzipan and fresh hazelnuts. This lingering aftertaste ensures a sophisticated and memorable conclusion to the tasting journey.
The GoonLivet features a luxurious gold tap for easy pouring and a foil bag to maintain the quality of the award-winning single malt Scotch. The team behind it worked alongside some of Australia’s top bartenders to test the prototype’s cocktail-making functionality and create a flawless design.
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Perhaps you thought you’d never return to the humble boxed beverage, but turns out there are a lot of good things about alcohol in the boxed variety. It’s perfect for bartenders and at-home cocktail mixing, plus it’s portable (perfect for bringing along to parties or BBQs) and doesn’t break—a truly quintessential Aussie innovation.
The exciting launch builds on The Glenlivet’s global brand heritage, which goes by the philosophy ‘Original by Tradition’, an ethos that has seen the single-malt brand founded in 1824 defy many whisky conventions and encourage Aussies to drink scotch in new ways.
“The new format is a natural evolution of everything The Glenlivet brand stands for—to reach a new style of whisky drinker,” said Eric Thomson, Global Marketing Director at Pernod Ricard.
“It’s a game changer. It’s so easy to make and serve cocktails, whilst The Goonlivet creates a new kind of theatre behind the bar – as it stands out,” said Sarah Proietti, ALIA Bartender of the Year & Venue Manager at Maybe Sammy.
What’s even better? To celebrate, The Glenlivet has partnered with top Sydney bar Maybe Sammy to launch the whisky, along with Australian Bartender of the Year, Sarah Proietti. Maybe Sammy will also serve ‘Goon Fashioned‘ cocktails from April 1. And before you even ask, sadly, yes, this is an April Fool’s joke, but Sydney-siders are lucky buggers, and there’s an exclusive cocktail to be had at Maybe Sammy – one of our favourite bars in Sydney – to celebrate.
The Goon Fashioned Cocktail – Serving Suggestion
Ingredients:
- 50ml The Glenlivet 12-Year-Old
- 5g Unrefined Cane Sugar
- 2 dashes Perfect Bitters Blend
- Ice (preferably large cubes to slow dilution)
- Large Orange Twist for garnish
Utensils:
- Lowball glass
- Mixing spoon or stirrer
- Peeler or knife (for the orange twist)
Method:
- Prepare Your Glass: Place one or two large ice cubes in a lowball glass. Larger ice cubes melt slower, preventing your cocktail from diluting too quickly.
- Sweeten the Mix: Add 5g of unrefined cane sugar directly over the ice. Unrefined sugar adds a rich flavour that beautifully complements the whisky.
- Begin the Blend: Pour a small amount of The Glenlivet 12-Year-Old over the sugar — just enough to get it. This step helps in dissolving the sugar more efficiently.
- Dissolve the Sugar: Use your mixing spoon or stirrer to gently but firmly stir the mixture. Stir for about 30 seconds to ensure the sugar dissolves into the whisky, creating a smooth base for your drink.
- Add Bitters and More Whisky: Introduce two dashes of your Perfect Bitters Blend into the glass, then add more whisky. The bitters are essential for adding depth and complexity to your cocktail.
- Mix Thoroughly: Continue stirring the mixture for another minute. This process mixes the ingredients well and helps chill the drink further. The goal is a well-blended, cold, slightly diluted mixture that brings out the flavour of the whisky.
- Final Touches: Add the remaining whisky to your glass and stir once more to ensure everything is well combined. Taste your cocktail at this stage; you can adjust by adding a bit more sugar or whisky, depending on your preference for sweetness or strength.
- Garnish: Take a large orange with a peeler or a knife to cut a twist. Express (squeeze) the orange twist over the drink to release the oils onto its surface. This adds a fragrant citrus aroma that enhances the drink’s flavours. Drop the twist into your cocktail for visual appeal and extra flavour.
Tips for Perfection:
- Use fresh ice, not ice that’s been sitting in the freezer absorbing odours.
- Expressing the orange twist means twisting it skin-side down over the drink, so the oils spray over the surface. This small action significantly improves aroma and taste.
- Adjust sweetness and bitterness to match your taste; cocktail-making is an art, not a science, and personal preference is key.
Enjoy your Goon Fashioned with the knowledge that you’ve crafted a cocktail that balances tradition with a touch of personal flair!
The GoonLivet April Fools Campaign
The Goonlivet campaign was conceptualized and executed by Emotive in partnership with Pernod Ricard and serves as a case study in creative marketing. Simon Joyce, CEO of Emotive, highlights the importance of challenging clichés and encouraging consumers to enjoy whisky freely. While very humourous, his approach aligns with broader marketing trends favouring authenticity, engagement, and experience over traditional advertising.
Client: Pernod Ricard
Creative Agency: Emotive
PR: Poem
3D Animation: Piotr Stopniak
Music Production: Electric Sheep Music
Stills Photographer: Jem Cresswell
DOP: Adam Saunders, Killa Kreative
Buy a bottle of The Glenlivet 12
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