In a world first, Grey Goose Vodka, in partnership with The Studio at SCA and OMD Create, has harnessed the phenomenon of 3D augmented reality audio and sonic seasoning to amplify the taste experience of a custom-made cocktail menu using Grey Goose Vodka.

Sonic seasoning is the impact of sound on taste, with studies illustrating that lower sound frequencies induce a bitter taste perception while higher frequencies invoke a sweeter taste perception.

Used by some of the world’s top restaurants, this will be the first-time sonic seasoning has ever been applied to a drink, with each track designed to complete the flavour experience of each bespoke cocktail.

Each Friday throughout December, SCA’s Brooke Boney, who also co-hosts the award winning The Dream Club, will release a special sonic seasoned cocktail immersive shortcast on LiSTNR.

Boney will walk listeners through the steps on making the cocktail then sit back on a garden chair and introduce them to a piece of smooth, uniquely composed music that is designed to deepen the taste and experience of the cocktail.

The podcast series will feature three specially crafted Grey Goose Cocktails – Le Grand Fizz, Fresh Cut Spritz and Watermelon Spritz – each utilising immersive 3D sound that washes over listeners to enhance and complement the premium, smooth taste of a unique Grey Goose cocktail.

Grey Goose Marketing Manager, Steph Sarantakos said, “Grey Goose is constantly pursuing new and exciting ways to innovate. This world-first curated sound and taste experience offers yet another elevated way for lovers of Grey Goose to engage with our products. Vodka is a booming category and Grey Goose is leading the way with innovation not only in flavour, but also in consumer experience and enjoyment. Made from the best French ingredients, Grey Goose is the ultimate base for any cocktail and this sonic seasoning is the perfect accompaniment to bring the brand to life in people’s homes.”

The leading agency behind this innovation project, OMD Create’s Director of Social and Innovation Steph Pearson says she wanted to make a sensory experience for cocktail enthusiasts.

“This is an exciting time to be in our industry with enhanced audio technology being more embraced by Australians. We wanted to create a memorable experience that truly enhances the taste of a Grey Goose cocktail, through the science of sonic seasoning and binaural sound technology,” she says. “We’re proud to be working alongside SCA and Grey Goose to bring this world-first to market and looking forward to the campaign going live.”

Head of The Studio at SCA Sydney, Luke Parsons, said: “This world-first audio innovation is the new way forward in creating customer experiences via bespoke, cutting-edge, immersive audio technology. We are so excited to be Grey Goose’s exclusive audio partner and to be able to create a unique and engaging podcast that we know will resonate with LiSTNR audiences.”

For more information visit: | @greygoose| #GreyGoose #SmoothSummer