The Singleton aimed to create the world’s first VR whiskey experience for the Epicurean Market at Marina Bay Sands in Singapore. This groundbreaking concept was designed to elevate traditional whiskey tastings by using 360-degree VR technology to immerse consumers in the history, distillation process, and flavor journey of The Singleton of Glen Ord. Originally intended for just one event, the success of this activation far exceeded expectations.
Engage and Convert:
Create an immersive storytelling experience to engage attendees and increase conversion rates from tastings to sales.
Modernize Whiskey Tastings:
Appeal to a younger, tech-savvy audience by introducing an innovative, interactive VR journey.
Drive Sales Growth:
Use the power of immersive projection mapping and virtual reality to increase sales conversions, which had traditionally been low in static tasting environments.
We designed a two-minute VR experience that took participants on a 360-degree virtual journey to the heart of the Scottish Highlands and into the Glen Ord Distillery. Guided by an authentic Scottish narrator, the VR experience walked participants through the story behind The Singleton and its 12-year whiskey.
While sipping their whiskey, participants were visually transported through the nose, palate, and finish of the 12-year variant. The animation highlighted flavor elements like berries, caramel, and spice as they swirled around the bottle in an abstract, sensory-enhancing way. The experience culminated in an immersive crescendo where barrels exploded, mirroring the complex flavors and smoothness of The Singleton. This combination of visual storytelling and flavor immersion left participants with a memorable impression of “Pleasure in a Single Moment.”
400% Increase in Sales:
Traditionally, at whiskey tastings, only 1 in 20 participants converted to a sale. With the world’s first VR whiskey experience, this number skyrocketed to 1 in 5, a 400% increase in sales during the Epicurean Market.
From One Event to Global Success:
Initially designed for a single event at the Marina Bay Sands, the overwhelming success led to the VR experience becoming a permanent sales tool. The experience was translated and shipped globally, reaching markets across Malaysia, South Africa, Europe, and the USA, establishing Singapore as a pioneer in whiskey marketing innovation.
Increased Brand Engagement:
85% of participants reported that the VR experience made the whiskey tasting more enjoyable and memorable, enhancing their connection to The Singleton brand.
A Global Sales Tool:
As a result of the high engagement and sales success, the VR experience evolved into a key global sales asset for The Singleton, helping drive conversions and brand awareness worldwide.
