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Glenfiddich launches VR whisky tasting experience for Cask Collection whiskies

Glenfiddich and Purple Creative have launched a virtual reality whisky tasting experience at the travel retail TFWA conference in Singapore for its Cask Collection whiskies.

The VR experience follows Diageo’s efforts in selling Singleton whisky.

The Glenfiddich VR experience ‘Glenfiddich Virtual Infinity’ will be interactive and will be available in select airports around the world.

The VR experience will see users transported to Glenfiddich's Warehouse 8 in Dufftown, Scotland, where they are surrounded by casks and stand in front of three Solera Vats. Users will be able to select a vat and enter the world of that expression, where they can write their own tasting notes in the air, with the brushes they write with creating a ribbon effect that matches the colours and aesthetic.

“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.

“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.

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Benjamin Cher

Benjamin Cher is The Drum's APAC reporter, reporting on the interesting and quirky nuances of digital marketing and technology in the region. Based in Singapore, he has interviewed major brands such as Dell, Lenovo and IBM before, covering an extensive range of topics from cyber security to innovation. In his time at the drum, Benjamin has covered issues ranging from influencer marketing to data analytics to startups.

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