Cannes-Do Festival Banner

By Tony Connelly | Sports Marketing Reporter

June 9, 2016 | 2 min read

Glenfiddich has turned to the immersive capabilities of virtual reality to help strengthen its reputation for innovation by offering whisky drinkers the world over the chance to experience a tour of its famous distillery.

The single malt Scotch whisky partnered with creative agency, Space, who developed a VR experience called 'Journey into the Mind of the Malt Master'.

The VR film flies users through the skies of the Scottish countryside before sweeping into the distillery where they travel past steaming copper pots and fermenters before dropping down into the warehouse, where thousands of casks build up around them. The whole tour is hosted by a Scottish guide and even includes the brand’s iconic stag.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Production for the film involved photo-real 3D CGI, drone footage shot with image stabilisation tools and live action tracking camera shots composited into a CG environment. The project was filmed by Space in collaboration with production company Happy Finish at the Dufftown distillery.

Glenfiddich will use the VR film in a series of experiential tasting events to be run in leading bars and travel retail environments across the world throughout this year. The film will also live online and feature across the brand’s social channels utilising the recently updated VR functionality on YouTube and Facebook.

Ifan Jenkins, global brand marketing manager for Glenfiddich said: “Using cutting edge VR technology allows us to immerse whisky drinkers from all over the world in the Glenfiddich story and our Dufftown home to create a truly memorable experience and showcases how we’ve mastered the art of whisky making.”

Jason Nicholas, managing partner at Space said: “It is a privilege and an honour to be working with the Glenfiddich team and to be given the opportunity to demonstrate the mastery and craft of such an iconic global brand in a unique and engaging way befitting the innovative and pioneering spirit of its founder William Grant.”

Modern Marketing Brand

More from Modern Marketing

View all