Spirited Encounters

Drams in the Dark

An Exploration of the Senses 


What we are exposed to in the media and hear from our peers influences our perception of brands and even our sense of taste.

To challenge this hypothesis, we created an immersive whisky tasting experience. Removing our guests’ sense of sight, we leveraged the most cutting edge technology of all - the human brain, heightening the remaining senses, triggering feelings and tapping into our guests’ imaginations - all so that they could appreciate four exceptional Diageo whiskies without bias.




60% conversion to Diageo cocktail / bottle sales after the tasting.

And hypothesis proven... more than half the people were surprised when their favourite choices were revealed to them at the end, meaning that Diageo’s single malt portfolio for the evening gained some new fans.


55B Duxton Road,
Level 3, 089519
+65 9297 7955


Level 25, Menara Worldwide, 
Jalan Bukit Bintang,
Kuala Lumpur, 50450 
+6012 293 3829

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