Tanqueray No. TEN's Cocktail of Dreams Project Uses EEG Technology
Laura McQuarrie — April 2, 2025 — Marketing
References: cocktailofdreams & fabnews.live
Tanqueray No. TEN, the artistic, aromatic, ultra-premium gin distilled from whole citrus fruits, launched The Cocktail of Dreams initiative to craft drinks from dreams using electroencephalogram (EEG) technology.
Around the world, Dreamers wearing EEG headsets were exposed to different scents and had their brainwaves read. With Diageo’s FlavorPrint technology, Tanqueray No. TEN’s global Tastemakers—three award-winning bartenders—made the most of data-driven flavor profiles to craft one-of-a-kind cocktails unlike anything available on menus today. These creative cocktails were made possible with the expertise of not only mixologists but also psychotherapists, neuroscientists, chefs, actors, and stylists.
After live tastings during Milan Design Week in Italy and SP-Arte in Brazil, consumers will be able to discover the cocktails crafted in dreams online and in an exclusive documentary, exposing how drinkers' subconscious preferences differ from their conscious ones.
Around the world, Dreamers wearing EEG headsets were exposed to different scents and had their brainwaves read. With Diageo’s FlavorPrint technology, Tanqueray No. TEN’s global Tastemakers—three award-winning bartenders—made the most of data-driven flavor profiles to craft one-of-a-kind cocktails unlike anything available on menus today. These creative cocktails were made possible with the expertise of not only mixologists but also psychotherapists, neuroscientists, chefs, actors, and stylists.
After live tastings during Milan Design Week in Italy and SP-Arte in Brazil, consumers will be able to discover the cocktails crafted in dreams online and in an exclusive documentary, exposing how drinkers' subconscious preferences differ from their conscious ones.
Trend Themes
1. Eeg-driven Personalization - Using EEG technology, cocktail creation is moving towards hyper-personalized experiences based on subconscious preferences.
2. Data-informed Flavor Creation - By merging brainwave data with FlavorPrint technology, there’s an innovative synthesis of science and taste innovation.
3. Sensory Multi-disciplinary Collaborative Design - The collaboration of diverse experts signifies a trend towards multi-disciplinary efforts in developing unique sensory experiences.
Industry Implications
1. Mixology and Beverage Innovation - The combination of neural data and mixology heralds a new era of personalized drink experiences that cater to nuanced taste profiles.
2. Neurotechnology Applications - EEG technology's use in crafting cocktails demonstrates expanding commercial applications beyond traditional neuroscience fields.
3. Experiential Marketing - The initiative highlights a shift towards immersive, storytelling-driven marketing strategies that engage consumers on a sensory level.
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