Remember back in 2017, when a bunch of teenagers thought it would be a really great idea to literally eat laundry detergent capsules? Yeah, it didn’t end well. But that hasn’t stopped a booze manufacturer from jumping on the coattails of the strange Internet trend two years later.
Whisky brand Glenlivet has just announced a new collection of ‘edible whisky capsules’ – 23ml pouches of alcohol in three flavours (citrus, wood and spice) encased in a seaweed-based shell. Apparently, the edible, biodegradable seaweed case is meant to be swallowed after the user has bit into it – the idea being sustainability is in and glasses are out.
While Glenlivet’s ad makes the ‘Capsule Collection’ look glamorous and innovative, I can’t help but draw similarities to the aforementioned Tide Pod Challenge, and I’m not the only one.
While the Tide Pod Challenge picked up steam and became a bona fide Internet meme in 2017, the dangers of consuming detergent capsules were reported for years in the lead-up. According to Consumer Reports, “between 2012 and 2015, the American Association of Poison Control Centers received reports of 38,021 people suffering exposure to the liquid detergent in the packets in some way: ingesting or inhaling it, getting it in their eyes, or absorbing it through their skin.”
According to Glenlivet director Miriam Eceolaza, “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.”
“The Glenlivet Capsule Collection does exactly that, and we’re excited to see how people react when they try our glassless cocktails.”
I’ll give it to Glenlivet – it’s not easy to shake up the whisky game like this, but I have a few questions. Why would you want to drink a whisky cocktail by sucking it out of a pouch? And why would you want to eat that seaweed pouch afterwards?
If it’s just to save a glass from the dishwasher, I’m gonna have to pass. Who knows, a whole generation of Tide Pod-loving teens might be keen on giving it a go, though.