(USA)

Augmented Reality (AR) and Scotch Whisky are proving to be the perfect match at a New York exhibition.

The Macallan is using Microsoft HoloLens technology to give New Yorkers a flavour of its ‘immersive AR art exhibit titled Gallery 12’. Users interact with holograms to learn more about The Macallan Sherry Oak 12 Years Old and The Macallan Double Cask 12 Years Old whiskies.

The exhibit was created by production company, Tool of North America, and led by artist DJ Neff.

“The Macallan is always at the forefront of innovation, tirelessly seeking the best ways to connect with our technologically-savvy audience,” explained Raul Gonzalez, VP Marketing and Business Development at The Macallan. “As we have used virtual reality in the past, using AR in Gallery 12 was a natural next step in bringing the two stories of our core 12 Year Old expressions to life. It’s an innovative and fun way to have drinkers learn about and enjoy both 12 Year Old whiskies.”

Journeying into American and European oak forests, the experience gives an insight into the woods used to make the casks and the processes that create the distinct flavours. And the whisky giant has also released an AR app for Apple’s ‘most advanced ARKit platform on iOS 11’, which it plans to use to provide educational experiences for customers.