Australia – Vodka brand Grey Goose Vodka in Australia has launched a one-of-a-kind podcast series that will be featuring 3D augmented reality audio and sonic seasoning – designed to make use of the fifth sense of hearing, which is the first time applied to a drink.
Titled ‘Grey Goose Garden Bar’, the podcast, developed in partnership with Southern Cross Austereo‘s (SCA) commercial creative services unit, The Studio, and the brand’s media and communications agency OMD Create, aims to immerse listeners in a virtual garden bar experience. It features three crafted Grey Goose Cocktails, namely Le Grand Fizz, Fresh Cut Spritz, and Watermelon Spritz, where each cocktail will be utilizing immersive 3D sound that washes over listeners to enhance and complement the taste of the drinks.
The new podcast series will be hosted by Australian journalist Brooke Boney, and will run each Friday in December. For each episode, Boney will be releasing a special sonic seasoned cocktail immersive short cast, where listeners will be walked through steps in making each cocktail and to introduce them to a piece of smooth, uniquely composed music that is designed to deepen the taste and experience of the cocktail.
Stephanie Sarantakos, Grey Goose’s marketing manager, believes that the world-first curated sound and the taste experience is yet another elevated way to engage consumers with their products.
“Vodka is a booming category and Grey Goose is leading the way with innovation not only in flavor but also in consumer experience and enjoyment,” said Sarantakos.
Meanwhile, Luke Parsons, the head of The Studio, said, “This world-first audio innovation is a new way forward in creating customer experiences via bespoke, cutting-edge, immersive audio technology.”
Steph Pearson, OMD Create’s director of social and innovation, said this is an exciting time to be in the industry where enhanced audio technology is 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. We’re proud to be working alongside SCA and Grey Goose to bring this world-first to market,” said Pearson.
The podcast will run starting today, 10 December, on the digital audio app LiSTNR.
