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‘Feel’ the taste of Glenmorangie’s single malt online

16 October 2017

Pioneering Distillery’s sensorial films revolutionise the online whisky experience

Since Glenmorangie was founded in 1843, malt lovers have enjoyed its award-winning single malt whisky the traditional way – with a dram in hand. Now, using avant-garde online techniques, the pioneering Highland Distillery unlocks new possibilities in the world of whisky, by inviting viewers to ‘feel’ the taste of Glenmorangie… through the screen in their pocket.

Glenmorangie has been renowned as an innovator for more than 170 years, marrying skill and dedication for wondrous results. The award-winning whisky’s smoother spirit emerges from the tallest stills in Scotland; its signature single malt, Glenmorangie The Original, is matured in casks that are only ever used twice, while the Distillery’s pioneering work in extra-maturation has brought new flavour dimensions to whisky. Its whisky creators continue to challenge the bounds of single malt with innovations including Glenmorangie Signet, the first whisky created from high-roasted “chocolate” malt. Today, in three short films which use sounds and motions to communicate the sensorial nature of whisky for the first time, the Distillery sets the bar for an all-consuming online sensorial experience.

Each film delivers an innovative visual and sonic experience through the phenomenon of Autonomous Sensory Meridian Response – ASMR. Referring to a tingling sensation moving from the neck down the spine, ASMR creates a feeling of relaxed concentration which allows viewers to perceive stimuli more acutely. ASMR is so novel, that the scientific community has only recently acknowledged its existence. To aid understanding of its effects and benefits, Glenmorangie has commissioned a ground-breaking study led by multi-sensory scientist Professor Charles Spence, of Oxford University, and ASMR experts from Manchester Metropolitan University. Their research is the first attempt to create a sensory profile of The kinds of ASMR ‘triggers’ that work best.Glenmorangie engaged creative agency Alter_Projects who collaborated with Bompas & Parr to commission a research on ASMR, art direct and produce the three films. Glenmorangie has collaborated with inspired three renowned artists – Thomas Traum, Julie Weitz and Studio de Crécy – to celebrate its expressions in films which incorporate ASMR techniques to evoke a whisky’s terroir, creation and character. It is the first brand to create bespoke content around such a unique original scientific research. Using triggers relevant to whisky and the Highlands to elicit increasingly emotional reactions, they allow viewers to ‘feel’ the smooth, rounded taste of Glenmorangie The Original, the richness of Glenmorangie The Lasanta, and the delight of Glenmorangie Signet.

Dr Bill Lumsden, Glenmorangie’s Director of Distilling, Whisky Creation & Whisky Stocks, said: “At Glenmorangie we are always searching for innovative ways to delight single malt lovers. By bringing the unique characters of our whiskies to life online in such a revolutionary way, we can share the spirit of Glenmorangie more widely – and perhaps inspire viewers to try our whisky the traditional way, too.”

Sensorial Still