Glenfiddich partnered with UK creative agency Purple Creative to create an interactive VR whisky tasting experience, entitled Glenfiddich Virtual Infinity. The experience was first launched at the TFWA conference in Singapore in 2016, and will be installed at global travel retail airport outlets beginning this June.
Purple Creative worked with London-based VR design and production studio Wolf in Motion to create an HTC Vive tasting experience. It was decided that travel retail would be an the ideal environment for the VR experience, because shoppers have time on their hands and are open to trying out new tasting experiences.
“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.
The tasting allows visitors to virtually discover the flavors in each of Glenfiddich’s three Cask Collection whiskies and write their own 3D tasting notes in a virtual world.
The VR experience transports users to Glenfiddich’s Warehouse 8 in Dufftown, Scotland, where they are surrounded by casks and stand in front of three Solera Vats. Users can then choose a vat to explore, and enter the world of that expression. From there, they can “write” their own tasting notes in the air with virtual paint brushes that create a ribbon effect matching the colours and aesthetic.
According to thedrinksreport, “Cask Collection whiskies are created in Glenfiddich’s Solera Vats, three large bespoke oak vats, one for each of the range, where Brian Kinsman, the malt master, marries, mellows and intermingles small batches of Glenfiddich malts. The Select Cask Solera Vat is filled with whiskies matured in sherry, bourbon and red wine casks. The Reserve Cask Solera Vat is filled with whiskies exclusively matured in oloroso sherry casks. The Vintage Cask Solera Vat is filled with peaty whiskies matured in sherry and bourbon casks.”
“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,” said Coralie Vial, Glenfiddich global brand manager.