Tuesday, October 17, 2017


Glenmorangie has announced the launch of a series of three short films, which communicate the sensorial nature of whisky for the first time, allowing whisky lovers to ‘feel’ the taste of Glenmorangie through the screen in their pocket.

Each film is said to deliver 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.

Glenmorangie launches online series of short sensory films

The scientific community has only recently acknowledged the existence of ASMR. 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 worked with 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.

Commenting on the news, 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.”

The Highland based distillery, is the first to create bespoke content around such a unique original scientific research, using triggers relevant to whisky, which elicit increasingly emotional reactions. The three films will be available to watch later this month via: glenmorangie.com

Posted by Steve Rush