Relevancy at What Cost

What’s the best way to express the care, craftsmanship, and heritage of an ultra-luxury whiskey? How about if the product has been aged for 50 years in Scotland by a top-shelf producer and costs $50,000-plus per bottle?

The answer for Glenlivet? AI-generated design. It’s a very curious approach for a luxury brand, but perhaps it’s a move to step away from stuffy whisky culture and appeal to younger—and clearly deep-pocketed—audiences.

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