To launch the global King Of Flavour campaign, Johnnie Walker and SA’s Top Chef 2013, Executive Chef David Higgs have used cutting-edge molecular gastronomy to re-invent whisky tasting.
“Johnnie Walker has always been a bold and progressive brand, and just as our King Of Flavour campaign has broken with the old and staid whisky perceptions with opulent and sophisticated “flavour worlds”, we decided to do the same with whisky tasting as well.”, says Brandon Weaver, brand manager of Johnnie Walker South Africa.
“Molecular gastonomy allowed us to isolate all the big bold flavours of Johnnie Walker and present them in a surprising new way so that the taster will not recognise them ,” says Chef David Higgs.
“It allows them to give an unbiased opinion of it, and allows us to create an honest flavour profile for that person, and once we’ve got that, we can accurately select the right Johnnie Walker for them,” he continues.
Watch the video of the experience below:
Celebrity test subject, Bob Skinstad, says, “I could suddenly feel all those flavours coming out when I finally tasted the whisky that was selected for me, so now it makes more sense why I enjoy Johnnie Walker Red Label.”
“It was a perfect match, especially with the honey influence, very rich and full but soft as well,” says Jeannie D about her profiled result of JohnnieWalker Gold Label Reserve.
“Very smooth and deep, with hints of citrus and smoke, it’s perfect for me,” says DJ Fresh after tasting his profiled result of Johnnie Walker Platinum Label.
Now that the flavour profiler has been tried and tested, it will be performed live at the upcoming exclusive Johnnie Walker King Of Flavour Experience, where 300 guests per night will be profiled and matched to the perfect Johnnie Walker for them.
The next challenge for the team was to launch the flavour profiler into the digital realm. “We wanted the profiler to be as accurate and immersive as possible. So, in the absence of actually being able to taste and smell, we provided enchanting visual and audio clues for the user so that they can complete their flavour profile and share it with the world,” says Matt Ross from Punk, the site creators.
Try the flavour profiler for yourself at www.meetyourmatchsa.co.za and you will receive a once-off special offer on your preferred bottle of Johnnie Walker. Share the result on Facebookand you could win tickets for you and 3 friends to attend the exclusive Johnnie Walker King Of Flavour Experience with Chef David Higgs on the 22nd and 23rd May 2014.