Tanqueray taps dreams for cocktail creation
Diageo-owned Tanqueray No. Ten has launched a new cocktail experiment that translates unique brainwave data to extract flavour profiles from dreams.
Last month, a specially selected group of ‘creative minds’ from across the globe had their brainwaves translated into bespoke cocktails.
‘The Cocktail of Dreams’ is a visionary global project that crafts cocktail creations from dreams using state-of-the-art electroencephalogram (EEG) technology developed by leading tech company MyndPlay.
Using EEG headsets, three ‘dreamers’ were exposed to different scents, such as vanilla, mint, spices, and herbal tones, as well as sounds, in a conscious, relaxed state while their brainwaves were analysed into data by MyndPlay’s technology.
Each dreamer was selected for their deep connection with food, fashion, design and creativity, and included UK food influencer and storyteller Sam Way; design and style expert Federica Gervasoni of Italy; and Brazilian journalist, artist, and model Thai De Melo.
The dreamers were then partnered with one of the No. Ten tastemakers: Tiffanie Barriere, otherwise known as The Drinking Coach from the US; Matteo Di Ienno, co-founder of Fermenthinks, Italy; and Giulia Cuccurullo, head bartender at Artesian, UK.
The results of the dreamers’ relaxation preferences came back all ‘strikingly different’ to the waking preferences, and so, using Diageo’s FlavorPrint technology, the tastemakers translated the unique brainwave data-driven flavour profiles to begin crafting one-of-a-kind cocktails, said to be unlike anything found on the cocktail menus of today.
Way’s dreams created Cordial Conversation; a ‘mysterious’ and multi-layered cocktail interpreted by Barriere. Combining Way’s subconscious preference for liquorice and smoky flavours while honouring opposing conscious preference for floral profiles, Barriere blended double-steeped jasmine tea, watermelon syrup, and fig leaf cordial, adding garlic oil for a savoury twist.
Barriere said: “The outcome gave me lots of perspective on creative minds and intuition. As for my own creativity, I’ve always focused on the person – their style, voice tone, and body language. Sam’s data analysis was directly opposed, shifting my focus to the message the drink needed to convey: clean, balanced, cold and layered.”
Meanwhile Gervasoni’s subconscious appetite for ‘voluptuous’ flavour inspired Dusk Delusion by Di Ienno, described as a surreal blend of contrast, made with a vegan foam, ruby chocolate and vegan caviar for added texture. While her waking palate favoured tropical and smoky notes, her dreams revealed a longing for more mellow flavours such as vanilla and cream, which Di Ienno bought to life with a blend of gin, mango chutney and vanilla-woody syrup to create a tangy yet smoky serve, with a float of slightly bitter Barolo.
Finally, De Melo’s dreams shaped a refined Martini-style serve called Essence Whisper by Cuccurullo. While De Melo enjoyed lighter notes of liquorice, berry, and herbs in awaking life, her dreams erred toward coffee and mint. To reflect this, Cuccurullo crafted the ‘Thai essence’, a blend of fig and bergamot cordial with Monin Paragon Palo Santo and Monin Paragon Labdanum, a dash of coffee cordial and a hint of liquid smoke to add depth and complexity.
The resulting cocktails are said to ‘manifest the perfect blend of artistry’, while the technology brings to life inspiration and potential in a place not yet explored in the drink’s world.
Amabile Guglielmino-Brady, Diageo’s global head of content, culture, connection and media for gins, said the results were nothing short of spectacular.
“By delving into the subconscious, we unearthed flavour profiles beyond participants’ usual awareness – hidden cravings for ingredients and cocktail combinations they had never imagined. The relaxation state became a gateway to untapped sensory desires, and our tastemakers rose to the challenge, transforming these revelations into cocktails that redefined cocktail artistry.”
Patricia Borges, Diageo’s global gins and rums director, added: “By fusing artistic mixology with cutting-edge neuroscience technology, Tanqueray is pioneering a world where drinks are no longer just consumed, they’re experienced on a deeply personal level. Unlocking the subconscious allows us to create bespoke, dream-inspired cocktails that reshape how people connect, celebrate, and engage with the drinks industry.”
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