Posted 28 January 2019
In the space of a single evening I flew over Dufftown like a bird, submerged myself in a bubbling washback, and admired the London skyline from a roof-top garden. Sounding more like a flight of fancy than an evening of whisky tasting, my near 600 mile journey was made possible through a VR-powered Glenfiddich/Nicholson’s Pubs brand experience. Virtual and augmented realities are now regularly utilised ‘tools’ for brand activation – designed to engender both engagement and word of mouth – whilst being a little bit cool along the way. Even though whisky is a tactile consumable VR is becoming increasingly common – Ardbeg, Glen Ord, Jura and Macallan have all explored experimental experiential experiences (try saying that after a few drams). But, how much virtual can the realities of the whisky world feasibly handle?