The two VR experiences, dubbed 'Immersive & Gunn' are designed to transport customers to a new world that heightens the senses, taking them to Scottish landscapes that serve as inspiration for two Innis & Gunn beers - Original and Lager.
The experiences originally launched last month at participating bars in Edinburgh, Dundee and Glasgow and also took place at the Brew House and Kitchen in Islington, London. It is launching today (13 September) at Ikigai bar in London, with dates throughout September at the venue.
Innis & Gunn has collaborated with cognitive neuroscientist, Dr. Jacob Jolij, an expert on how people's brains create experiences.
To take this another step further, Ikigai's Michelin-trained chefs have designed a paired bar menu for both beers, taking place at the London venue throughout September. Dishes will include pressed pork belly and nashi with Original, and chili lime calamari with Lager. Alternatively, guests can opt for vegetarian Korean pancakes with mandu sauce.
Find out more about how craft beer brand Brewdog delivers live events across borders - . Later this month, US craft beer - a one-day neighbourhood knees-up that has been held in Chicago for the last five years
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, .