Fettercairn’s master whisky maker Gregg Glass experiences synaesthesia and the unique ability to "taste in color," which inspired The Vanguard Series, a set of whiskies that explore flavor through the senses. "I tend to pick up sensory elements, particularly linking colour and texture to the flavour and character of the whisky. I capture that in my tasting notes, which show how the colours I experience change as the flavour of the whisky evolves," explained Glass.
The first two releases in the three-year Vanguard Series introduces a rare 29-year-old and a non-age-statement expression. While fewer than 100 bottles of Vanguard 29 Year Old are available worldwide, the small-batch 46.3% ABV non-age-statement Vanguard shares the result of innovative hybrid cask maturation.
Key Themes Behind This Trend
- Synaesthetic Branding
- The exploration of cross-modal experiences, as evident in synaesthetic whisky branding, highlights an untapped avenue for creating unique sensory brand identities.
- Hybrid Cask Maturation
- Combining different cask types to develop complex whisky profiles opens the door for creating distinctive taste experiences that appeal to niche consumer segments.
- Ultra-limited Editions
- Producing highly exclusive, limited-edition products creates scarcity and allure for collectors and connoisseurs, driving demand through exclusivity.
Where This Applies
- Luxury Beverages
- High-end spirits like rare whiskies are redefining the luxury beverage market by incorporating unique sensory experiences to differentiate and enhance appeal.
- Experience Marketing
- The integration of multisensory dimensions in product offerings signals growth opportunities in experience marketing, engaging consumers through immersive sensory storytelling.
- Craft Distilleries
- Small, craft distilleries are innovating by experimenting with hybrid cask techniques and sensory branding, offering novel products that differentiate from traditional mass-market competitors.
