As part of our ongoing work with The Macallan’s global marketing excellence team, we hosted their first ever sensorial tasting, that featured a changing sensory atmosphere to explore the role of environment on taste and enjoyment.

The experience, which is the culmination of an advocacy strategy and framework Sensory Experiences have developed for the ultra-premium whisky brand, is designed to engage consumers with the story of The Macallan from acorn to glass, the depth of flavour and character of the 12-year-old double cask, and with their own drinking rituals.

By informing and educating guests about the impact of music and the environment on taste, we are encouraging them to explore their own perfect pairings; what chair do they sit in, how do they set the lighting, what music do they put on. Finding the right settings to enjoy The Macallan their own way.

The experience provides them with stories to tell and knowledge to share. Being able to serve a dram for their own guests, and talk about how they always like to listen to a certain track or genre with the whisky, because it elevates the dried fruit or warm spice.

The tasting featured our ‘Sensory Jukebox’, which took guests on a journey through musical genres, locations and sensations. As the soundscape, lighting and atmosphere shift, the balance of flavour characteristics in the whisky change.

In one evening, as part of Clerkenwell Design Week, 65 whisky lovers from the creative and design community came to The Sensory Lab to experience the tasting. Guests ranged from luxury magazines to architects; the Bentley and John Lewis design teams were in attendance; along with some food and drink influencers like the londonfoodbabes. All were suitably impressed and engaged with the subject matter, left with new knowledge to share, and of course loved the whisky.