Whisky brand Ballantine’s launched a new digital tasting experience in east London on Wednesday September 30, and has plans to roll the concept out globally.
Developed in collaboration with Aesop Agency, the Prestige Taste Experience centres on custom built, fully interatctive digital tasting table, which is housed within a Story Room.
The latter features 360-degree immersive projections designed to transport guests to parts of Scotland that are key to the brand’s story.
The experience also features props that are significant to the brand’s heritage. Bottles of the Prestige range’s 17, 21 and 30 Year Old expressions are used as ‘keys’, which unlock new chapters of Ballantine’s history when placed on the table.
A brand ambassador will guide guests through the table at each location, while the experience has been designed to adapt to local markets.
Peter Moore, Ballantine’s global brand director, said: “Our Ballantine’s Prestige range required a mentoring programme that had the power to bring the Ballantine’s story to life for consumers who are a long way from the home of the brand, Scotland. It was important for us to stay true to the brand’s credentials in craftsmanship and quality and the interactive programme created by Aesop brings this to life, emphasising the deep character of our aged blends.”
Martin Grimer, executive creative director at Aesop Agency, added: “Ballantine’s has a great story – and the challenge was to come up with a compelling, contemporary vehicle for sharing that story whilst celebrating the brand’s luxury credentials and bringing the tasting experience to life. As this programme will be rolled out globally, we wanted to find a way to bring the brand to guests and re-create the experience of visiting Scotland; the 360 degree projections really help to do that.”