In collaboration with The Macallan, and hosted at The Sensory Lab, this unique event explored the intersection of neuroscience and taste, through one of the world’s most revered whiskies.

At the heart of the experience was a tasting of The Macallan Double Cask 12 Years Old, a whisky celebrated for its depth, character and meticulous craftsmanship.

The tasting revolved around ‘the Sensory Jukebox’, which took guests on a journey through musical genres, locations and sensations. As the soundscape, lighting and atmosphere shifted, the balance of flavour characteristics in the whisky shift; demonstrating how our senses, and the atmosphere around us dynamically shapes flavour.

The experience is part of a wider piece of strategy Sensory Experiences have been developing with The Macallan’s global Marketing Education team; demonstrating that the experience of enjoying The Macallan deserves the same care and craft as the whisky itself.

Giving people the knowledge and confidence to explore sensorial and atmospheric pairings that bring out the best of their whisky. Allowing them to play with musical pairings and to set up the perfect environment themselves, whenever they enjoy The Macallan.