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Dewar’s Scratched Cask is Coming to NYC!
October 24, 2015
Dewar’s Scratched Cask – the perfect blended Scotch whisky for fall – is coming to NYC! Next Saturday, October 24th at Dewar’s, the world’s most awarded blended Scotch whisky, will be hosting the a pop-up Scratched Cask multi-sensorial tasting experience.
Guests will enter a giant 10-ft whisky barrel and immerse themselves in a virtual reality screening that will bring to life the newly released whisky, which uses a unique whisky-making process – scratching the barrels after charring – to create a new liquid with a smooth and flavorful finish.
Guests will also have the opportunity to try out Dewar’s new 360 degree virtual reality experience. Using their phones and virtual reality goggles to visit Scratched360.com, consumers will be transported to the blustery Scottish Highlands. They’ll journey across the Atlantic, watch as flames erupt in their face and get an up-close view of the barrels as they are charred and scratched. Swivel around to see a full 360 degree view of the cooperage and iconic Scottish landscape.
Where: South Street Seaport (19 Fulton St)
When: Saturday, October 24th
Directions: South Street Seaport is easily accessible from the Fulton Street metro stop, which services the 2, 3, A, C, J, Z, 4 & 5 trains
DEWAR’S will bring the new Scratched Cask blend to life through events around the country. A custom-built, 10-foot tall replication of an American white oak barrel brandished with the DEWAR’S logo will travel across the country, starting in Chicago on October 11th and continuing on to Louisville, New York City and Miami, throughout the month. Consumers will be invited to step into the barrel for a 360-degree, 4D projection mapping video experience that further illuminates the charring and scratching process. There they will sample the product (according to state regulations) and have an opportunity to test the virtual reality viewers. They will also have the ability to use a “groover” tool to graffiti a wall of charred wood and experience the scratching process. With their participation, they will receive sample of DEWAR’S Scratched Cask at an approved local account. Guests are invited to visit DEWAR’S Facebook page at Facebook.com/DewarsUS to find out more about when and where the barrel will make an appearance in their hometown.
DEWAR’S®, the world’s most awarded blended Scotch whisky, is using virtual reality to bring the whisky-making process vividly to life. As part of a new marketing campaign to celebrate the launch of DEWAR’S Scratched Cask, the brand is unveiling a 360 degree virtual reality experience to highlight the creation of their newest product. National Brand Ambassador Gabriel Cardarella leads viewers through the blustery Scottish highlands to follow the scratching and charring process involved in the creation of DEWAR’S Scratched Cask. Consumers will be able to take part by visiting Scratched360.com on their mobile phones, tablets and desktops. To enhance the experience, DEWAR’S will offer customized virtual reality viewers at select retailers across the country as well as shipping directly to consumers– through social media and the website. This allows consumers to feel as if they are in Scotland experiencing the process.
Dewar’s newly launched Scratched Cask is a blend of up to 40 carefully selected single malt and single grain whiskies left to mature in oak casks at the brand’s home in Scotland for a minimum of four years. At that point, instead of bottling the blend, the mature liquid is married in handcrafted American oak casks. These barrels, bourbon and virgin oak, are heavily charred and then lightly scratched at the char layer to alter the flavor of the whisky. The liquid is then left to blend and breathe for additional months, a production process called finishing.