Virgin unveils ‘world’s first data-distilled’ rum

Virgin Holidays has created the “world’s first data-distilled rum” by using a super computer to analyse more than 15 million social media posts and produce a recipe that “tastes like a holiday”.

A super computer analysed more than 15 million social media posts to produce rum that “tastes like a holiday”

Virgin came up with the recipe for ‘Holiday Spirit’ by programming IBM’s cognitive computing platform ‘Watson’ to analyse feelings expressed online by more than 15 million holidaymakers.

The emotions identified were matched to thousands of rum flavour descriptors by global rum ambassador Ian Burrell, and used to build a rum which was then bottled at 40% abv.

“The Virgin Holiday Spirit has a subtle vanilla flavour, medium sweetness, hints of coconut and is naturally caressed with cinnamon and allspice,” said Burrell. “It was my first time collaborating with a super computer to create a distinct blend, so we ensured a high level of quality control to deliver a premium palette experience. Tough job but someone has to do it.”

The most predominant positive emotions captured in the posts were happy, excited, curious, adventurous and relaxed, matched against vanilla, sugarcane, cinnamon, allspice and coconut flavours respectively.

Dave Geer, interim managing director at Virgin Holidays, said: “We’ve long been known for creating the ‘perfect blend’ when it comes to holidays, so we set ourselves the task of translating this into something tangible.

“Bottling the holiday spirit, and creating a blend informed by joy, excitement, curiosity and confidence perfectly encapsulates the Virgin Holidays experience.”

A run of 800 bottles is available in nine V-Room retail stores across the UK. Visitors can enjoy the rum is a bespoke cocktail or buy a bottle for £59.