Pernod Ricard Premium Whisky Brand The Glenlivet Launches The Goonlivet, a 12 Year Old Single Malt Scotch in a Box, via Emotive

Yes. You read that right. Hold onto your beards, because 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.

Says Eric Thomson, Global Marketing Director, Pernod Ricard: ”The Goonlivet is a natural evolution of everything we’ve been doing with The Glenlivet brand for the last couple of years. We’ve embraced a more colourful brand identity, signed Anna Paquin as spokeswoman for our ‘Obey the rules. Miss the fun’ campaign and encouraged Aussies to drink scotch in new ways, like cocktails. The Goonlivet feels like the natural next step to defy whisky convention and attract new audiences..”

Says Sarah Proietti, Venue Manager at award-winning cocktail bar, Maybe Sammy: ”The box looks amazing on the bar and the tap is a game changer. It’s so easy to serve, but more than anything I just love the theatre of it, and I’m sure our customers will too.”

The Goonlivet also opens up usage occasions that whisky has traditionally struggled to be a part of. The portability and flexibility of the boxed scotch make it suitable for everything from pool parties to camping trips with mates.

Says Michael Hogg, Managing Partner and Head of Strategy, Emotive: “When Pernod said they were putting The Glenlivet in a goon bag, we were all in. And the second Rupert christened it The Goonlivet, it was game over. Premium scotch in a box. It’s such a brilliantly messed up idea. Are we democratising whisky or elevating the goon bag? Who cares? It’s one of those products that sells itself, so all we’ve tried to do is get out of the way and let the box do the talking.”

The Goonlivet is currently available exclusively at Sydney's world-renowned cocktail bar, Maybe Sammy, before going on sale in bottle shops in mid April.