The Challenge:
Pernod Ricard and The Glenlivet have launched The Goonlivet. Bringing together premium single malt scotch and the cultural phenomenon that is the goon bag, it’s a match made in heaven.
While at first glance, one could be mistaken for thinking it’s a typical box containing a 750ml bottle of scotch, on closer inspection, The Goonlivet contains 1.5l of The Glenlivet’s 12 year old premium single malt in a bag. Gasp. Complete with gold tap for easy pourability. The product launch builds on The Glenlivet global brand platform, ‘Original by Tradition’, which has seen the single-malt brand founded in 1824 defy whisky conventions to reach a broader, younger audience.
