When you think about how best to enjoy single malt whisky, you probably imagine a special, heavy-bottomed drinking glass, a careful swirl to release its unique flavour and smell, and (possibly) a drop of water to help the process along.
What you probably don't imagine is eating a blob of whisky that's been encased in a flavourless seaweed pod. But that's exactly what 194-year-old Speyside distillers The Glenlivet unleashed on an unsuspecting world recently.
In a video post on Twitter, the company introduced their new 'capsule collection': small pods of whisky cocktails that look unsettlingly similar to dishwasher pods, and which are designed to be eaten whole rather than savoured.
In the advert, a voiceover announces: "The Glenlivet has released an original whisky drinking experience. A collection of edible cocktail capsules made from seaweed, meaning no need for glass, ice, or a cocktail stirrer", before going on to show three friends 'enjoying' the pods together.
If their plan was to get people talking, it certainly worked. The video has been viewed over eight million times, and the original post has accumulated nearly seven thousand retweets, and hundreds of comments from baffled and amused Twitter users.
Here are some of the best reactions so far:
1. This excellent tennis ball analogy.
2. It wouldn't be a foolish scheme without Jeff Goldblum.
3. This definitely came from the desk of Don Draper.
4. The pods have a 'knocking back shots' vibe.
5. Where's Ron Swanson when you need him?
6. This is probably our favourite:
7. Wait, no, it's this one:
Several other people commented "no one asked for this", and someone else added: "this is solving a problem that literally no one had."
So, what do you think? Would you eat a delicious tiny sack of whisky? Or do you prefer the time-honoured 'using a glass' method? Let us know in our poll below.
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