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Pernod Ricard has launched a new global activation for The Glenlivet Scotch whisky that aims to highlight the brand's latest innovations.

The ad is a continuation of The Glenlivet's 'Original By Tradition' campaign that launched in November last year and shows founder George Smith battling Scotch whisky strictures through the ages. It ends in a modern cocktail bar, where, according to Pernod, the brand is "still setting new standards across the world".

In the past year, Pernod has released a number of innovations around The Glenlivet brand. In October last year, the group unveiled a range of "glassless" Glenlivet cocktails that use edible packaging made out of seaweed. The capsules, which hold 2.3cl of liquid, are designed to be placed in the mouth and swallowed.

In April, The Glenlivet Caribbean Reserve, which is matured in rum casks, was released in the US. The expression is one of a new generation of Scotch whiskies to take advantage of updated rules governing how distillers can mature their liquid.

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