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Tasting VR Experience by R/GA for Guinness and Tesco, UK Tasting VR Experience by R/GA for Guinness and Tesco, UK
Tasting VR Experience by R/GA for Guinness and Tesco, UK Tasting VR Experience by R/GA for Guinness and Tesco, UK
Tasting VR Experience by R/GA for Guinness and Tesco, UK Tasting VR Experience by R/GA for Guinness and Tesco, UK

Guinness uses VR to enhance the taste of a pint

24 : 05 : 2017 Drink : Technology : Digital

UK – The drinks company is installing a multisensory tasting experience in Tesco supermarkets.

Devised by digital agency R/GA, the tasting experience immerses shoppers in a multisensory environment designed to heighten the beer’s intensity of flavour. The colours, shapes and sounds were designed in collaboration with professor Charles Spence, food and flavour scientist at Oxford University, and have been scientifically proven to enrich the flavour profiles of each of Guinness’s new beers.

Consumers are guided by the voice of Peter Simpson, master brewer at The Guinness Brewery in Dublin, who instructs them when to smell and sip the drinks for maximum impact. Intelligent cups with built-in chips recognise the amount of drink remaining and activate the digital environment accordingly.

Although the principles of synaesthesia have previously been applied to food and drink experiences, this is the first time that mainstream brands such as Guinness and Tesco have adopted this approach.

The Big Picture

  • In line with The Learning Economy, brands in the food and drink sectors can use virtual reality to better educate consumers about subtleties in flavour and help them to improve their palate
  • As professor Charles Spence explains, try to stimulate all of the senses to heighten the consumer’s experience of the product