# Experiential Whisky Whisky brands look to gain favor with millennials with memorable campaigns. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 11, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/experiential-whisky ## Key Figures - Trend score: 5.2/10 - Evidence articles: 6 ## What is the Experiential Whisky trend? **Experiential Whisky:** By incorporating technological innovations and serving as gatekeepers to one-of-a-kind experiences, whisky brands are looking to resonate with young consumers by making a lasting impression that buoys the product to cult status. This shift speaks to the ability of brands to connect with new groups of consumers by providing access to experiences in order to power the perception of a product with social currency. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 24, 2017 to May 10, 2018 - Published: May 11, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Themes within the Experiential Whisky trend ### Experiential marketing Whisky brands connect with young consumers through memorable experiences that create social currency. ### Virtual reality Whisky brands use VR to transport consumers to the distillery, granting them VIP access to the whisky-making process. ### Augmented reality Whisky brands integrate AR technology into whisky labels, creating a more engaging and educational experience for consumers. ## What the Experiential Whisky trend means for industry ### For Alcohol New marketing strategies and emerging technologies are revolutionizing the way whisky is consumed, marketed, and sold. ### For Tourism Whisky distilleries are investing in experiential tours to attract visitors while offering them a sneak peek into the whisky-making process. ### For Technology Emerging technologies like VR and AR are being used to enhance every aspect of the whisky-drinking experience, from tasting and storytelling to marketing and sales. ## Workshop question What new experiences can you marry with an older product offering in order to refresh brand image in the eyes of younger consumers? ## Trend signals for Experiential Whisky Trend score 5.2 out of 10, from popularity 77%, activity 71%, freshness 8%. - Popularity: 77% - Activity: 71% - Freshness: 8% ## Examples of the Experiential Whisky trend 6 featured examples from Mar 24, 2017 to May 10, 2018. - [VR Distillery Tours](https://www.trendhunter.com/trends/distillery-tour): Beam Suntory is Virtually Transporting Consumers to Bowmore Distilleries (Category: Marketing) Implication: The alcohol industry can benefit from using VR technology to offer immersive marketing experiences and interactive buying opportunities. - [Sensory Whisky Labs](https://www.trendhunter.com/trends/aroma-lab): The Glenfiddich Aroma Lab Helps Consumers Tap Into Scent and Taste (Category: Marketing) Implication: Hotels and restaurants can create unique experiences by integrating scent-based concepts to enhance customer satisfaction and engage their sense of smell. - [AR Whiskey Labels](https://www.trendhunter.com/trends/whiskey-making-process): Macallan's AR Labels Take the Viewer Through the Whiskey Making Process (Category: Lifestyle) Implication: AR labels can be used to educate consumers about the production process and create emotional connections with the product, leading to increased brand loyalty and sales. - [Multi-Sensory Airport Bars](https://www.trendhunter.com/trends/airport-bar): Ballantine's Hard Fired Scotch Whiskey Bar Powers Phones and More (Category: Tech) Implication: Hotels, restaurants, and bars can adopt multi-sensory activations to enhance guest experiences. - [Tasting Note Clocks](https://www.trendhunter.com/trends/whisky-clock): 'Charlie's Whisky Clock' Features Notes from Whisky Expert Charles MacLean (Category: Lifestyle) Implication: Whisky distilleries can leverage the 'Charlie's Whisky Clock' trend to offer their customers a unique and immersive tasting experience. - [Theatrical Dinner Events](https://www.trendhunter.com/trends/burns-night): 'The Glenfiddich Burns Night Experiment' Challenges Traditions (Category: Marketing) Implication: The hospitality industry, particularly restaurants and hotels, can incorporate theatrical elements into their dining experiences, offering guests a unique and memorable experience. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)