The Glenfiddich Aroma Lab Helps Consumers Tap Into Scent and Taste
Laura McQuarrie — May 10, 2018 — Marketing
References: glenfiddich & thespiritsbusiness
Within the new Fine Wines and Spirits Rooms at Harrods, the Glenfiddich Aroma Lab has been launched to encourage consumers to discover whisky in a new way.
While the experience of trying a new beverage product is almost always led by taste, the Glenfiddich Aroma Lab gives visitors the chance to explore their whisky palate through aroma.
Six aromas—which were developed by Emmanuelle Moeglin, the founder of the Experimental Perfume Club—are available on-site, so that consumers may pick their favorite three to determine their perfect style of whisky. As part of the experience, consumers will be matched to one of 14 Glenfiddich whiskies that are available to purchase at Harrods, which include options for virtually every budget.
While the experience of trying a new beverage product is almost always led by taste, the Glenfiddich Aroma Lab gives visitors the chance to explore their whisky palate through aroma.
Six aromas—which were developed by Emmanuelle Moeglin, the founder of the Experimental Perfume Club—are available on-site, so that consumers may pick their favorite three to determine their perfect style of whisky. As part of the experience, consumers will be matched to one of 14 Glenfiddich whiskies that are available to purchase at Harrods, which include options for virtually every budget.
Trend Themes
1. Scent-based Experiences - The Glenfiddich Aroma Lab demonstrates the trend of utilizing scent to enhance consumer experiences, creating opportunities for other brands to incorporate fragrance in their products or services.
2. Personalized Product Recommendations - The Aroma Lab's process of matching consumers to their perfect style of whisky based on their preferred aromas showcases the trend of personalized recommendations, opening up possibilities for other industries to offer tailored product suggestions.
3. Multi-sensory Tasting Experiences - The Glenfiddich Aroma Lab's focus on aroma-driven whisky tasting highlights the trend of providing multi-sensory experiences, presenting innovative ideas for other beverage companies to engage consumers' senses beyond taste.
Industry Implications
1. Hospitality - Hotels and restaurants can create unique experiences by integrating scent-based concepts to enhance customer satisfaction and engage their sense of smell.
2. Retail - Retail brands have the opportunity to enhance the shopping experience by offering personalized product recommendations based on customers' preferences.
3. Fine Beverage - Fine beverage industries, such as wine and spirits, can tap into the trend of multi-sensory tasting experiences by incorporating aroma-driven elements into their tasting rooms or events.
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