Taste Experiment
Black Bottle
- Experiential
- Cool tech
- Film
- Campaign
Black Bottle is a smoky blended Scotch whisky with a cult following but low awareness in a crowded, conservative category dominated by big-budget brands.
The blended whisky market was growing fast, yet consumer perceptions were holding it back — blends were seen as inferior and smoky flavours as overpowering. In 2022, as live events returned, Black Bottle wanted to challenge these assumptions, introduce its Alchemy Series to new audiences, and create a standout brand experience that worked both in person and online, including opening up new international markets.
Challenge ↓
The task was to get people to rethink what a smoky blended whisky could be — before they even took a sip. Target drinkers (25–40) had entrenched opinions about blends and smoke, often dismissing them outright.
At the same time, the activation needed to work across multiple fronts:
- deliver cut-through in a crowded on-trade environment
- drive trade sell-in and physical availability
- support international sales through an online experience
- prove that Black Bottle could stand shoulder-to-shoulder with bigger names, without a big-budget launch
In short: how do you change minds in a category where everyone thinks they already know what they like?
Solution ↓
The Taste Experiment.
An immersive brand experience designed to challenge people’s perceptions of taste itself. Drawing on behavioural science and Daniel Kahneman’s Dual Process Theory, the idea was to engage people emotionally first, then reveal how their subconscious responses shaped their preferences.
At the heart of the activation was a bespoke, mind-reading installation. Using an EEG headset and custom-built software, participants watched a sensory stimulus film inspired by Black Bottle’s tasting notes. The technology measured responses such as excitement, focus and interest, then recommended a neat serve or cocktail based on what their brain reacted to — not what they thought they liked.
The experience launched live at Cane & Grain in Manchester, alongside a bespoke cocktail menu and dedicated trade and influencer sessions. We also built a virtual version of the Taste Experiment, allowing international trade audiences to take part online and unlock new markets.
Watch this ↓
“I had never heard of Black Bottle before, but I have definitely been converted and am now a whisky fan.”
“It was the complete opposite of what I thought would be my recommended drink — and I loved it.”
Participants, Survey, Taste experiment
Results
The Taste Experiment delivered standout engagement and commercial impact, with 95% of event attendees taking part in the experience. New international markets were opened through the virtual experience, delivering a double-digit ROI against online event costs.
71%
Said perceptions of smoky whisky, challenged positively.
25%
Sales availability increase within two months.
~50%
Rise in Alchemy series sales YoY
By combining behavioural insight, creative technology and experiential craft, Black Bottle proved you don’t need the biggest budget to win — just a big idea, well executed.