Macallan lets groups explore its Scotland estate through 4D, VR

Dive Brief:

The Macallan, a single malt Scotch Whisky brand, will roll out a 4D group virtual reality (VR) experience, which the company claimed in a press release is the first-ever such installation. The Macallan Distillery Experience will allow a group of people to explore where the whisky is made by stepping into a cube-like projection structure.
The Macallan Distillery Experience is set to premiere at a private event in Brooklyn, New York, today (July 23), and then open to Grand Central Station commuters before National Scotch Day on July 27. Outside of the New York event, anyone will be able to view the installation on their mobile phones or desktops, through social media or at select retail, food services and drinking locations using a VR headset.
The Macallan Distillery Experience uses 3D spatial audio and "wind and scent diffusion technology" that syncs up with footage being shown. The immersive activation gives U.S. consumers the opportunity to explore the architecture and whisky collection on the Scottish spirits brand's new 390-acre, $186 million estate in Speyside, Scotland. Participants can also use Microsoft Surface tablets to control the experience and determine what parts of the distillery they would like to learn more about using gestures in the air, according to Fortune.

Dive Insight:

Macallan is deploying a number of trendy marketing tactics, including haptic technology, 4D and VR, to transport both whisky fans and newer, "curious commuters" to its new Scotland estate. Experiential marketing that leverages bleeding edge tech tools in such a way is becoming increasingly popular among marketers, and global AR/VR spend is forecast to reach $27 billion this year.

The Macallan Distillery Experience fits in with other recent campaigns by the brand. Last year, the spirits maker opened AR installations in cities across the U.S. The installations took viewers on virtual journeys of the company's history and whisky-making process. Tools like AR/VR, when combined with experiential marketing, can leave a greater impression on consumers, especially younger demographics like millennials who often prefer unique experiences over products and traditional, static advertising.

Macallan isn't alone among alcohol brands in trying to tell deeper stories via mobile technology and other digital tools. Last year, Guinness deployed VR tasting stations for its newer brews at Tesco retail locations across the U.K., which featured an intelligent "tasting cup" with multi-sensory stimuli. Diageo has also for several years used VR to illustrate the perils of drunk driving, including by simulating car crashes, in a campaign that's proved effective in spreading awareness about the issue.