Wednesday, June 08, 2016


Glenfiddich has announced the launch of a new distillery tour, that uses ground breaking virtual reality technology.

The new virtual reality (VR) based experience, called “Journey into the Mind of the Malt Master”, is an ambitious project which immerses viewers, no matter where they are in the world, into the heart and soul of the Glenfiddich distillery, highlighting the mastery and craft of single malt whisky production.
Glenfiddich launches new virtual distillery tour

Users are taken on a 360° journey and start by soaring above the Speyside countryside and from there they are plunged into the distillery. They are given a unique perspective from inside a mash tun, steaming copper pot stills slide past, fermenters drop down and thousands of casks in the warehouse build up around them. Hosted by a charming Scottish guide, the iconic Glenfiddich stag makes a memorable appearance or two.

Journey into the Mind of the Malt Master is being premiered at Charles de Gaulle airport in Paris and it will be showcased at a series of experiential tasting events in leading bars and travel retail environments across the world throughout this year. The film will also live online, across the brand’s social channels and maximising the recently updated VR functionality on YouTube and Facebook.

Commenting on the launch, Ifan Jenkins, Global Brand Marketing Manager for Glenfiddich said: “Glenfiddich as the single malt Scotch whisky that created the category as we know it today is renowned for pushing the boundaries of whisky convention and this distillery tour continues that rich vein of innovation.  Using cutting edge VR technology allows us to immerse whisky drinkers from all over the world in the Glenfiddich story and our Dufftown home to create a truly memorable experience and showcases how we’ve mastered the art of whisky making.”

Mixing high end production techniques including photo-real 3D computer-generated imagery (CGI), drone footage with cutting edge image stabilisation tools and live action tracking camera shots composited into a CG environment.

The VR project was filmed and produced by creative agency Space at the Dufftown distillery, in the surrounding countryside and a bespoke 360 green screen studio to allow for the precise choreography of the highly technical shoot.

Posted by Steve Rush