The Chivas Brothers-owned single malt whisky brand The Glenlivet has collaborated with the London-based design expert Nude Brand Creation to develop the concept, naming and packaging for a new blend that shares no details about the cask, taste or age statement. The bottle design mirrors the idea of «uncovering the mystery»—the black opaque bottle with the restrained graphics says little about the liquid hidden inside. The edition is limited to only 3,350 bottles.

Whisky lovers can take part in a series of online challenges on the brand’s Facebook page dedicated to the look, smell, taste and feel of the new whisky.  In June the secret of the most intriguing single malt will be revealed by its creator, Master Distiller Alan Winchester.  

The launch of the mysterious The Glenlivet Alpha will be supported by an integrated campaign in the U.K. that includes online engagement, tasting, an ad film viewing, in-store activation and a launch event in London.