Customers ordering the brewer’s Original or Lager at participating bars will now also be served a VR headset which, if worn while drinking the beer, aims to add a new multisensory aspect to having a pint at the pub.
The campaign, dubbed "Immersive & Gunn", was created in collaboration with cognitive neuroscientist, Dr Jacob Jolig, who explains how VR impacts taste perception: "Immersing the drinker in this virtual reality world… change[s] the way your brain processes and interprets the signals coming from your taste buds."
According to Dougal Gunn Sharp, Innis & Gunn’s master brewer and founder, the brand prides itself on being innovative – both in its brewing process and marketing strategy.
"This campaign for us is about opening people’s minds to what beer can be," he says, "breaking out of this rather boring mould which it’s been stuck in for years and bringing a different form of technology into craft beer."
.jpg)
.jpg)