'Glenfiddich Virtual Infinity' is the name of a new VR-enhanced whiskey tasting experience from Glenfiddich that introduces an immersive way to sample the brand's offerings.
Through HTC Vive, the virtual reality experience transports tasters to the Glenfiddich Warehouse 8 in Dufftown, Scotland, which is full of casks and barrels. The activation has been specifically crafted to show off the Cask Collection, which includes travel-specific whiskey bottles. Following a real-world tasting, participants are invited the virtual world, tasters are able to choose a cask and become immersed in its expression. Participants may choose to write their own 3D tasting notes in the virtual world and walk through them.
The Glenfiddich Virtual Infinity was recently launched at the TFWA Asia Pacific Exhibition & Conference in Singapore, and it will be introduced to airports later this summer.