Glenfiddich launches VR whisky activityBy Kristiane Sherry
Single malt Scotch brand Glenfiddich has launched new travel retail virtual reality (VR) activity for its Cask Collection developed by UK agency Purple Creative.
Unveiled at the TFWA Asia Pacific Exhibition & Conference in Singapore, Glenfiddich Virtual Infinity comprises a virtual reality distillery experience with a tasting and interactive activity.
Through the HTC Vive activation, travel retail consumers can explore the Solera vatting production process behind the Cask Collection range of travel retail-exclusive whiskies.
There are three large bespoke vats, one for each expression in the range, which are always kept at least half-full for “layers of flavour”.
The Select Cask Solera Vat is filled with whiskies matured in ex-Sherry, Bourbon and red wine casks, while the Reserve Cask Solera Vat holds liquid from exclusively ex-oloroso Sherry casks. The Vintage Cask Solera Vat is filled with peaty whiskies matured in both ex-Sherry and Bourbon barrels.
Before putting on their headsets, shoppers take part in a guided tasting, picking out nosing and tasting notes. They then put on their headsets that “transport” them to Glenfiddich’s Warehouse 8 in Dufftown, Scotland.
There, participants see the three Solera blending vats used in Cask Collection production.
They are invited to select a vat using hand controllers, and they “enter the world” of that expression. Here they can “write” their tasting notes in the virtual reality vat and walk through their 3D words.
“Glenfiddich is a family run company with a rich history of innovation and pioneering, so it’s fitting that they are the first whisky company to embrace this new tech and enable drinkers to write their own virtual tasting notes,” said Gary Westlake, founding partner and creative director, Purple Creative.
Coralie Vial, Glenfiddich global brand manager, added: “VR is allowing us to interact with people in a whole new way, and the beautiful imagery that Purple created for this project means that whisky drinkers can express their tasting notes in a completely individual fashion, and in a completely new medium.”
Glenfiddich Virtual Infinity will roll out at airports from June 2017.