Glenfiddich partnered with UK artistic company Purple Creative to create an interactive VR whisky tasting experience, entitled Glenfiddich Virtual Infinity. The experience was first launched on the TFWA convention in Singapore in 2016, and shall be put in at international journey retail airport shops starting this June.

Purple Artistic labored with London-based VR design and manufacturing studio Wolf in Motion to create an HTC Vive tasting experience. It was determined that journey retail could be an the perfect atmosphere for the VR experience, as a result of customers have time on their arms and are open to making an attempt 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,” mentioned Gary Westlake, founding associate and inventive director, Purple Artistic.


The tasting permits guests to just about uncover the flavors in every of Glenfiddich’s three Cask Assortment whiskies and write their very own 3D tasting notes in a virtual world.

The VR experience transports users to Glenfiddich’s Warehouse eight in Dufftown, Scotland, the place they’re surrounded by casks and stand in entrance of three Solera Vats. Customers can then select a vat to discover, and enter the world of that expression. From there, they’ll “write” their very own tasting notes within the air with virtual paint brushes that create a ribbon impact matching the colors and aesthetic.

In accordance with 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,” mentioned Coralie Vial, Glenfiddich international model supervisor.

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