Aroma Lab Helps Shoppers Discover Whisky Through Scent

Aroma Lab Helps Shoppers Discover Whisky Through Scent
Food & Beverage

The Glenfiddich Aroma Lab in Harrods has customers sniff out their whisky preferences with custom scents

Matt Vitone
  • 21 may 2018

Scottish whiskey maker Glenfiddich has thought of a unique way to let customers discover its products via smell. In collaboration with Emmanuelle Moeglin, founder of the U.K.-based Experimental Perfume Club, customers explore their “whiskey palates” through six aromas that were custom-blended by Moeglin for Glenfiddich.

Working with Glenfiddich malt master Brian Kinsman to create a spectrum of scents that embody the notes present in the company’s whiskeys, Moeglin created the aromas so that customers can identify their own “ideal whiskey style” by choosing three out of the six fragrances. These preferences will then be used to match customers to one of 14 Glenfiddich whiskeys sold at the luxury retailer Harrods, which recently re-arranged its Fine Wines and Spirits Room to categorize product by scent and flavor profile rather than brand.

“Collaboration is intrinsic to Glenfiddich and we’re delighted that we’re able to bring Brian and Emmanuelle’s unique sensory activation to life in one of the world’s most iconic stores,” Sven Rutherford, Glenfiddich brand ambassador, told The Spirits Business.

Glenfiddich


Lead Image: Glenfiddich via Facebook

Scottish whiskey maker Glenfiddich has thought of a unique way to let customers discover its products via smell. In collaboration with Emmanuelle Moeglin, founder of the U.K.-based Experimental Perfume Club, customers explore their “whiskey palates” through six aromas that were custom-blended by Moeglin for Glenfiddich.

+alcohol
+beauty
+experiential marketing
+Experiential Marketing
+Food
+harrods
+Luxury
+retail
+scent
+sensory experience
+spirits
+UK

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.