Johnnie Walker Red Label has created a drinking glass that uses bone conduction technology similar to Google glass for a sensory experience to promote the launch of Johnnie Walker and Ginger Ale.
The "Boldest Glass", which can communicate directly with the drinker, uses tiny vibrations transmitted from the glass, through the lower jaw and directly to the drinker’s inner ear, allowing them to hear bespoke audio engineered to enhance the brain’s perception of the flavours of Johnnie & Ginger.
The alcohol brand is hoping its marriage with music will open up possibilities for future collaborations and extend the glass' potential further.
Oscar Ocaña, Johnnie Walker brand director ,said the experience could potentially be a "revolution" within a culture that "hasn't changed in decades".
"The glass is set to give drinkers a glimpse of what bar culture could be like in the future and we’re so excited for drinkers to experience the boldest version ever of a Johnnie & Ginger. The glass’ track has been designed to enhance the flavours of the serve, bringing out the spicy and warm tones. As a result, the drinker is ultimately more connected to the drink, making for an exciting experience that combines flavour with sound”.
The glass was co-developed by sensory scientists Condiment Junkie, who also designed the complementary audio track.
The audio is beamed from an AM/FM transmitter through to an amplifier housed in the base of the glass. The receiver is able to play back audio from up to three different AM/FM channels, offering the potential for drinkers to experience their favourite track and different music as their evening progresses.
The glass can be sampled upon request in London bar Call Me Mr Lucky, for one month from today (10 April).
The innovation from the Diageo brand comes as the company looks to ramp up investment in the Internet of Things technology.
In Barazil, Diageo let people gifting a bottle of Johnnie Walker attach a personalised film tribute to each bottle last year via a mobile website and a unique identity.
Similarly, Pernod Ricard hinted to The Drum late last year that a trial for its Internet of Things endeavour, Project Gutenberg, which aims to revolutionise the “bar at home” concept could be rolled out in the near future.