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The Glenlivet enters the digital realm and drops its exclusive new collection ‘The Twelve Elements’ as its inaugural launch on a new blockchain-enabled marketplace, ‘The Whisky Exchange Cabinet.’

The Twelve Elements: twelve bottles of an extraordinary 50-year-old whisky that pays homage to the twelve essential elements that come together to create The Glenlivet single malt. Each of these exclusive bottles represents an individual element in the crafting of the single malt, spanning from the spiritual to the scientific (Air, Angel Share, Barley, Cooper, Copper, Distiller, Earth, Fire, Heritage, Time, Water and Wood). Each element in the whisky’s craft is represented through a bespoke AI-created design, with each bottle unique within the collection.

This 50-year-old whisky is one of the oldest official releases from The Glenlivet to date and has been aged and crafted by a long line of experts, culminating with cask master Kevin Balmforth.



This extraordinary creation will reach its pinnacle in May 2024, marking the bicentennial anniversary of The Glenlivet.

The Glenlivet has pioneered two centuries of pushing boundaries in whisky, from its inception to this day, and remains committed to continuously setting new standards of excellence in single malts for the next 200 years.

Our approach continued the trend of pushing boundaries as we developed a creative that moved away from what any other single malts were doing in the category.

Departing from conventional presentations, we've woven a tapestry of creativity that breathes life into the iconic The Glenlivet wave through a mesmerising array of digital fibres.

These digital waves serve as more than just visual elements; they encapsulate the essence of each of the 12 components that make our whisky exceptional. Each strand evokes the sensorial journey experienced with every sip, enhancing the connection between the viewer and the liquid.

With meticulous attention to detail, we've struck the perfect balance between luxury cues and a contemporary digital feel, ensuring our message resonates with the discerning audience we aim to captivate.

We've seen some great results to date including £100K worth of sales, impressively high engagement across ecrm and website and some great social stats too.