Johnnie Walker reinvents whisky tastings with interactive flavour profiler
Electronically enhanced sensorium helps whisky afficinados find their perfect flavour match.
Cape Town, June 2014: Johnnie Walker South Africa is aiming to take the mystery out of tasting whisky with a mobile sensorium experience. The Johnnie Walker Flavour Profiler takes tasters through a series of flavours, scents and even sounds to create a profile of their unique whisky preferences based on the user’s current mood. Sensors in the box register the selection and with a final press of a button the Johnnie Walker blend most suited to the individual is revealed from behind a mirrored panel.
The device, housed in a black leather case, was created by local craftsmen and creative technologists in Cape Town. A top local food stylist was commissioned to create the flavours which range from crystalised ginger to a pepper wafer.
“Our aim with the Johnnie Walker Flavour Profiler was to reimagine the whisky tasting experience and bring some of the interactivity usually only experienced online into the real world. This makes for the perfect way to tell the story of the unique flavours of each blend from the House of Walker” says Thandeka Ngqumeya, Johnnie Walker Marketing Manager. “Our activity to date has included a number of hosted sessions with local influencers who have a varying understanding of whisky. Through the one-on-one tutored sessions, not only are they able to meet their whisky match, but also expand their knowledge.”
The Johnnie Walker Flavour Profiler is part of a series of experiences through both online and an event which aims to prove why the brand is the King of Flavour.
An online experience, similar to the Flavour Profiler is available at www.meetyourmatchsa.co.za. Once users have identified their match, they will receive a special offer voucher on their next purchase of Johnnie Walker and a chance to win tickets to the exclusive King Of Flavour Experience for themselves and three friends.
The King Of Flavour Experience, taking place at Shine Studios in Braamfontein during July 2014, will give Johnnie Walker fans the opportunity to rub shoulders with celebrity guests DJ Fresh, Jeannie D and Mokena Makeka. Guests will go on a physical flavour journey, travelling through a series of interconnected rooms to experience the big bold flavours of Johnnie Walker such as spice, smoke and honey. Executive Chef David Higgs has developed 15 unique expressions of these flavours disguised in different foods for guest to taste.
NOT FOR SALE TO PERSONS UNDER THE AGE OF 18. DRINK RESPONSIBLY.
Notes to editors:
Johnnie Walker Flavour Profiler video: https://www.youtube.com/watch?v=rjlP4SgQJpM&feature=youtu.be
King of Flavour introductory video: https://www.youtube.com/watch?v=swJVCmdukfc&feature=youtu.be
Vouchers are redeemable at participating Pick ‘n Pay stores nationwide for 1 month from date of receipt. The discounts are as follows: Red Label – R15; Black Label – R30; Gold Label Reserve – R50; Platinum Label – R100
The Johnnie Walker Whisky Profiler was manufactured by Thingking in collaboration with Society and Atmosphere
*Johnnie Walker was named as the world’s leading alcohol brand in the 2013 Power 100 Survey
brandhouse is South Africa’s leading total beverage alcohol company with an unrivalled portfolio of premium brands across the spirit, beer and RTD categories. The portfolio of brands includes Johnnie Walker, Smirnoff, J&B, Bell’s, Bushmills, Tanqueray, Ciroc, Captain Morgan, Amstel, Heineken, Windhoek, Guinness and Strongbow, amongst others.
brandhouse is a passionate campaigner for responsible drinking and an active, responsible corporate citizen that cares about the communities and the environment in which it trades.
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