Glenfiddich begins virtual reality distillery tours to showcase its mastery

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.

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.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.