William Grants VR tour shows Glenfiddichs Dufftown distillery

William Grant's VR tour shows Glenfiddich's Dufftown distillery

William Grant & Sons has joined the growing trend for virtual reality marketing with a 360-degree tour of its Glenfiddich distillery.

The activation, which will initially roll out at Charles de Gaulle airport in Paris, takes users on a VR journey through the Dufftown site and its surrounding countryside, past its mash tun and copper pot stills. It mixes 3D computer imagery and live action film to immerse viewers "into the heart and soul of the Glenfiddich distillery", William Grant said yesterday.

The film will also be available on YouTube and join the growing number of VR video available online.

In taking the plunge into VR film, William Grant is following in the footsteps of US-based Tequila producer Patron Spirits, which unveiled its own 360-degree video last year.

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The Patron campaign, which started out in a single New York State retail outlet, has since been expanded and according to management was a hit with customers at the TFWA exhibition in Cannes in October. The film showed the Hacienda Patrón and distillery from the viewpoint of a bee.

William Grant said yesterday that the Glenfiddich film will be showcased at a series of global experiential tasting events in bars and Travel Retail environments throughout this year.

In September last year, Pernod Ricard's The Glenlivet knocked Glenfiddich off the top spot to become the world's biggest-selling single malt.