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Tag: Innis & Gunn lager

Immersive & Gunn: Innis & Gunn’s Virtual Reality Experience

Innis & Gunn has unveiled its most innovative product yet – Immersive & Gunn – two Virtual Reality (VR) experiences that will change the way drinkers taste and enjoy the beer.

At participating bars, customers who order the brewer’s Original or Lager will be served a VR headset to accompany their drink.

This headset will take them to landscapes inspired by the flavour profiles of the two brews, and through immersing the drinker in this world it is hoped that additional sight and sound senses will be triggered which will heighten the taste.

There is two different content for both the Original and Lager and the content gives a nod to Innis & Gunn’s brewing process and Scottish origins.

Virtual Reality has been used in the past to enhance the taste of food and now the beer industry gets a chance to join in, as Innis & Gunn started the new Immersive & Gunn experience at The Beer Kitchen in Edinburgh and Dundee on Thursday 11th August.

Further roll-out in the next couple of weeks will be taking the VR experience to beer drinkers in Glasgow’s Tabac, where drinkers will be served their pint alongside a VR headset and a beer mat explaining exactly what to do and why.

In order to create this content, the brewer has collaborated with cognitive neuroscientist, Dr. Jacob Jolij, an expert on how our brain creates experiences, who explains how VR impacts taste perception. He comments: “A taste experience is not just a matter of chemistry and biology. Whenever you take a sip of your favourite beer you do not just taste the water, the grains, and the hops, but your brain adds in your previous memories, surroundings, and expectations.

“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.”

Check out the VR video content for the ‘Original’ below:

 

 

 

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Innis & Gunn launch lager into on-trade

Innis & Gunn has celebrated its 10th birthday by launching an unoaked lager in the on-trade. Available on draught  Innis & Gunn Lager (4.6% ABV) uses native British ingredients with some Innis & Gunn flourishes.  It’s the first time the independent brewer has launched an unoaked beer under its umbrella brand, and will be the first release in a series of craft-brewed products intended by the company.

Dougal Sharp, founder and master brewer at Innis & Gunn, comments, “Innis & Gunn beers are pretty complex characters that most people like to take time to get to know.  They’re not light sessionable beers so I wanted to give our consumers a refreshing but flavourful lager that would deliver a really rewarding taste experience in the same way they’ve grown to expect through our oak-aged beers.”

Innis & Gunn Lager will initially be sold in 50 litre kegs and, from September/October, it will be available to the on and off-trade in bottles.  Enquiries should be made to sales@innisandgunn.com or Tel: 0131 220 7230.

 

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