The scotch makers at Macallan are using AR to appeal to a wider audience, with the brand's new app which takes viewers behind the scenes of the whiskey making process.
Users can simply point their phone toward the whiskey bottle's label to prompt the experience. Once the image is recognized by the app, users will witness a vivid display of animations accompanied by a narrative which describes how whiskey is made, from the fermenting stage, to the bottling stage. The implementation of AR engages and educates the consumer, forming an emotional connection by using the product as a storytelling platform.
The brand hopes this immersive approach encourages a younger demographic to take an interest in the two new types of aged whiskey Macallan offers.