Dewar’s whisky embraces virtual reality

Dewar’s Scotch whisky is using virtual reality to bring the whisky-making process to life as part of a marketing campaign to celebrate the launch of its Scratched Cask expression.


Scratched360 is a virtual reality (VR), 360 degree experience that brings to life the production process behind Dewar’s Scratched Cask, a whisky that uses American white oak barrels from its Bourbon counterparts to create a “unique, new liquid”.

The VR experience features national brand ambassador Gabriel Cardarella, who tracks the journey of the brand’s Bourbon barrels across the Atlantic to the Scottish Highlands, through to the scratching and charring process used in the production of Dewar’s Scratched Cask.

Consumers will be able to watch the 360 degree video by visiting on their mobile phones, tablets and desktops, with the option of using a virtual reality viewer to enhance the experience. Headsets will be available at select retailers across the US.

“Dewar’s is proud of the time and dedication that goes into the creation of our whisky, and we are excited for fans to gain a better understanding of exactly how our products are made,” said Dan Pilas, VP and brand managing director of Dewar’s blended Scotch whisky portfolio.

“Virtual reality gives us the unique opportunity to share our passion and give consumers a closer look at our home in Scotland.”

The campaign will also see the brand travel across the US, starting in Chicago on 10 October and continuing through Louisville, New York City and Miami, inviting consumers to step into a giant barrel for a 360-degree, 4D projection mapped experience.

The VR experience will be complemented by a digital media plan that will include social media channels and online promotions.

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