Johnnie Walker Red Label has released a revolutionary new glass that utilises bone conduction technology to improve perceptions of flavour, timed to coincide with the launch of its new Johnnie Walker & Ginger Ale blend.
The Boldest Glass works by combining the latest innovations in technology and sensory science; tiny vibrations are transmitted from the glass, through the lower jaw and to the drinker’s inner ear, allowing them to hear bespoke audio engineered to enhance the brain’s perception of Johnnie & Ginger’s flavours.
The vibrations are created by a concealed exciter, which turns the surface of the glass into a speaker. When the reverberations reach the teeth, they are transferred to the inner ear, at which point the drinker experiences an intense sound sensation that brings the audio track – beamed from an AM/FM transmitter to an amplifier in the base of the glass – to life.
Similar to Google Glass, the brand has released a video explaining how the glass works and the story behind its conception. It has claimed that the innovation offers exciting potential for the future of the bar and spirits sectors.
Johnnie Walker brand director Oscar Ocaña said: “Johnnie Walker is known for inspiring progression which is why we wanted to create a true piece of technology innovation within the bar environment to enhance the Johnnie & Ginger experience. This could potentially be a revolution within a culture that hasn’t changed in decades. The glass is set to give drinkers a glimpse of what bar culture could be like in the future and we’re so excited for drinkers to experience the boldest version ever of a Johnnie & Ginger. The glass’ track has been designed to enhance the flavours of the serve, bringing out the spicy and warm tones. As a result, the drinker is ultimately more connected to the drink, making for an exciting experience that combines flavour with sound.”
The Boldest Glass was co-developed by sensory scientists Condiment Junkie, which also designed the complementary audio track.
Condiment Junkie creative director Russell Jones added: “The sound was created specifically to highlight the warm and spicy notes in the drink, after research showed that angular sounds dial up the heat of the ginger, resulting in an even bolder serve.
“As multi-sensory designers, we are constantly seeking new ways to enhance taste experiences. When we were approached by Johnnie Walker Red Label, we were excited by the prospect and the challenge. Together we set out to create a glass that could offer a different take on a drinking experience and the The Boldest Glass delivers this.”
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