Digital innovation has transformed our culture over the past few years; from dodging Pokémon hunters on the way to work to the ability to see Elvis perform live, we live in a society that thrives on virtual reality. And now the revolution has reached the staple of the Great British diet: beer.
Scottish Brewer Innis & Gunn are unveiling the first ever virtual reality experience: Immersive & Gunn. Head to the Beer Kitchen in Edinburgh or the Brewhouse Highbury (due to open in a couple of weeks), order the brewer’s Original or Lager and be transported to the Scottish countryside and the home of Innis & Gunn. With a VR headset and the push of a button, customers will find themselves gazing out at the cliff-tops and seascapes of Scotland as they drink, heightening their senses and in turn bringing a whole new dimension to after-work beers.
The team at Innis & Gunn have worked with cognitive neuroscientist, Dr Jacob Jolij, who explains how virtual reality impacts our taste perception: “Immersing the drinker in this virtual reality world created by Innis & Gunn, is a very powerful way of enhancing the taste experience. It will change the way your brain processes and interprets the signals coming from your taste buds, drawing on personal memories of sight and sound to create a unique experience of the beer for every drinker.”
Given the recent popularity of craft beer, Innis & Gunn’s success is even more notable. Since its foundation in 2003, the brewer has continued to see year on year sales growth, with an annual turnover of £11.8 in 2015. In 2015 they sold over 23 million bottles of beer globally. Douglas Gunn Sharp, Master Brewer and Founder at Innis & Gunn, hopes to see the Brewery reach new heights through their VR technology: “I’m excited to see how drinkers react when they’re thrust into dense woods and scale tall cliffs. By accessing the wilderness of Scotland we’re playing with the way people consume our beers, when we are no longer confined to the physical space we occupy, the possibilities for innovation are endless.”
With the Immersive & Gunn experience, the usually humble beer will transport you out of your local and into the extraordinary Scottish countryside. Just don’t invite a date.
The virtual reality experience is available at The Beer Kitchen by Innis & Gunn in Edinburgh and Dundee from 11th-16th August. Find our more at http://thebeerkitchen.co.uk/news/
To experience it in London, visit:
Brewhouse & Kitchen Highbury
2A Corsica St, London N5 1JJ
Brewhouse & Kitchen Islington
Torrens St, London EC1V 1NQ
By Jenny Greenwood