22 July, 2018
Almost everyone at some point has thought of visiting their favorite distillery a la Ron Swanson. The Macallan has created the Macallan Distillery Experience.
VRFocus describes it as a “4D multi-sensory” group tour that guides folks through the company’s process for making its Single Malt spirit. Along the way you’ll explore the Scottish distillery an the estate it resides on, learning about the outfit’s history along the way.
Visitors will step into a “15x15x15 cube-like projection structure” with 360-degree videos beamed to the installation’s walls. This won’t be the first time Macallan has experimented with VR-tech. Back in 2016, it released a 360-degree video featuring its 12-year double cask liquid. The experience apparently makes use of scents and wind machines to help sell the illusion.
It will debut next week in New York at a private event in Brooklyn on the 23rd, and a few days later it’ll take up temporary residence at Grand Central Station, running from the 25th through the 27th, National Scotch Day.
Hopefully if Macallan hands out samples it’ll happen after you take the headset off. Shooting the spirit is kind of beside the point, VR can make you sick while sober and adding booze to the mix can exacerbate that uneasy feeling.
Samantha Leotta, Brand Director of The Macallan, said: “We’re proud to celebrate the opening of The Macallan’s breathtaking new distillery and visitor experience in Scotland and exciting new era of innovation by unveiling this immersive installation in New York City. Participants can explore the new distillery as if they were really there, and choose their own path to learn more about the iconic estate, history and heritage of The Macallan and its unrivaled whisky-making process. This journey was created so participants can be virtually transported to Speyside and experience the sights, sounds and scents of our new home.”
Consumers 21 and over can explore ‘The Macallan Distillery Experience’ at Grand Central Station’s Vanderbilt Hall July 25-27. The events will occur from 11:30 a.m. to 7:30 p.m. (noon to 4 p.m. on Friday). As part of the experience, guests will have the opportunity to enjoy samples of The Macallan’s newly released Edition No.4 whisky along with bites of traditionally inspired Scottish fare.