Made-in-Singapore VR whisky tasting experience to tour US

A Singapore-based independent studio’s virtual reality whisky-tasting is gearing up to tour the United States following a successful launch in Asia last year.

Blending the senses with VR

Untitled Project, an experiential design agency, created the interactive experience for Diageo-owned brand The Singleton Glen Ord to make it stand out amid a crowded market.

The two-minute VR experience was originally made for Singapore’s upmarket food festival, the Epicurean Market, in August last year.

The experience transports users to the highlands of Scotland, through the Glen Ord distillery and into a whisky cask. During the trip, a brand ambassador hands the person a glass of Singleton to create a full sensory experience.

Following the Epicurean Market at Marina Bay Sands, the experience was rolled out across similar events in Singapore, Malaysia, South Africa and is now due to embark of a 400-outlet tour of the US.

Untitled Project business director Adam Gerard said: “We had a very clear brief on what Diageo wanted to achieve, but they didn’t know quite how to get there. They knew VR was new territory and so they were very open to our ideas.

“We wanted to bring the whisky to life and tell a story that blends all the senses: the 360-view, so sight, the sound through a voiceover and then finally the taste when the brand ambassador hands you the drink.”

The campaign won the silver prize for Best Consumer Idea at Singapore’s Markie’s Awards yesterday.


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