Beam Suntory is Virtually Transporting Consumers to Bowmore Distilleries
Laura McQuarrie — May 16, 2017 — Marketing
References: bowmore & thespiritsbusiness
To support the release of Bowmore's new 10 Year Old, 15 Year Old and 18 Year Old travel retail range, Beam Suntory is launching VR distillery tours of one of the world's oldest Scotch maturation warehouses.
The 'Unlock Hidden Depths' experience is hosted online and can be viewed with a Google Cardboard headset, featuring both full five-minute tours and condensed three-minute tours. Alternatively, travelers passing through select airports will be able to experience the VR tours, in which they will learn about how the whiskey is made and blended. As part of the in-airport experiences, there will also be samplings and special appearances from distillery manager David Turner.
To complement the immersive experience, Bowmore is offering participants the chance to get their bottles signed by Turner, and receive a special gift-with-purchase offer that includes a leather wallet.
The 'Unlock Hidden Depths' experience is hosted online and can be viewed with a Google Cardboard headset, featuring both full five-minute tours and condensed three-minute tours. Alternatively, travelers passing through select airports will be able to experience the VR tours, in which they will learn about how the whiskey is made and blended. As part of the in-airport experiences, there will also be samplings and special appearances from distillery manager David Turner.
To complement the immersive experience, Bowmore is offering participants the chance to get their bottles signed by Turner, and receive a special gift-with-purchase offer that includes a leather wallet.
Trend Themes
1. VR Distillery Tours - Virtual Reality distillery tours of Scotch maturation warehouses offer an immersive marketing experience for whisky brands.
2. Online VR Experiences - Hosting online VR experiences to promote travel retail ranges allows brands to reach a wider audience and offer an interactive buying experience.
3. Brand Ambassadors - Offering the chance to meet and interact with distillery managers and receive personalized gifts enhances customer loyalty and brand awareness.
Industry Implications
1. Alcohol - The alcohol industry can benefit from using VR technology to offer immersive marketing experiences and interactive buying opportunities.
2. Tourism - VR distillery tours can serve as a unique tourism attraction, giving visitors an immersive experience without having to leave their homes.
3. Retail - Providing special gifts and experiences allows retailers to build strong customer connections and loyalty, leading to increased sales and revenue.
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