PROPOSAL TO ESTABLISH THE WHISKEY360 EXPERIENCE
Whiskey tourism is entering a new era. Are you?
Around the world, distilleries and whiskey regions are experiencing growing visitor demand driven by whiskey lovers who want more than a distillery tour or tasting. Today’s travellers are seeking deeper, more immersive experiences - experiences that connect them to the history, people, landscapes, craftsmanship and cultural heritage behind the spirit.
When Lagavulin Distillery was celebrating their 200th year anniversary they had a problem. Nestled near the historic ruins of Dunyveg Castle on Islay's south coast, the distillery can be challenging to visit - so they took the distillery to whisky lovers on a worldwide tour using an immersive 360 cinema.
The aim was to recreate the experience of this remote part of the world. A combination of surround sound, aromas and 360º video was used to transport guests around the Island, the distillery and Lagavulin bay, while they sampled a range of drams from the Lagavulin family.
The fully immersive installation went on a world tour, starting in London, followed by events in New York, Miami and Tokyo.
The aim was to recreate the experience of this remote part of the world. A combination of surround sound, aromas and 360º video was used to transport guests around the Island, the distillery and Lagavulin bay, while they sampled a range of drams from the Lagavulin family.
The fully immersive installation went on a world tour, starting in London, followed by events in New York, Miami and Tokyo.
PLATYPUS DIGITAL, based in Cape Town, offers a complete turnkey solution to develop and implement the WHISKEY360 EXPERIENCE - an immersive whiskey tourism attraction similar to the Lagavlin experience but built around a cinematic SUPER REALITY DOME, designed to showcase the story, soul and provenance of your distillery or whiskey region in an unforgettable way. The Super Reality Dome can be set up in any distillery or whiskey region worldwide.
The WHISKEY360 EXPERIENCE is a premium immersive storytelling experience that includes a cinematic 360° documentary screened inside the Super Reality Dome to transport visitors into the heart of a whiskey region.
The SUPER REALITY DOME is an 8-meter immersive cinema with 360° video projection (including the floor) and 5.1 surround sound. We create a shared virtual reality experience where visitors are transported visually and emotionally to the heart of your distillery or whiskey region, virtually meet distillers and feel intimately connected long before they explore the region in person.
For some information on the Super Reality Dome, click HERE.
To view a wine experience inside a Super Reality Dome, click HERE.
To view some examples of immersive experiences from brands around the world, see below.
For some information on the Super Reality Dome, click HERE.
To view a wine experience inside a Super Reality Dome, click HERE.
To view some examples of immersive experiences from brands around the world, see below.
WHY DOES THIS MATTER FOR WHISKEY TOURISM?
Whiskey tourism is growing internationally, fuelled by:
Modern whiskey travellers want to understand the spirit, not just taste it. They want to feel the landscape, hear the stories and appreciate the craft that goes into every bottle.
Whiskey tourism is growing internationally, fuelled by:
- Increased global interest in premium and craft whiskies
- Whiskey enthusiasts travelling specifically to distilleries and regions of origin
- Demand for authentic, story-driven experiences rather than passive tours
Modern whiskey travellers want to understand the spirit, not just taste it. They want to feel the landscape, hear the stories and appreciate the craft that goes into every bottle.
HOW PLATYPUS DIGITAL WILL ASSIST YOU
Platypus Digital provides a fully turnkey solution, managing the project from concept to operation.
Immersive Content Creation
SUPER REALITY DOME Installation
Training & Operational Support
Experience & Event Development
Platypus Digital also assists in developing additional activations, including:
Platypus Digital provides a fully turnkey solution, managing the project from concept to operation.
Immersive Content Creation
- Research and development of your whiskey story
- Scriptwriting and narrative design
- Professional 360° filming (including distilleries, landscapes, archives and people)
- Cinematic post-production tailored to the SUPER REALITY DOME environment
SUPER REALITY DOME Installation
- Installation of the Super Reality Dome at a distillery, visitor centre or regional tourism hub
- Technical setup of projection, sound and immersive systems
- Branding and theming aligned with your whiskey identity
Training & Operational Support
- Full training for your team to operate and manage the Super Reality Dome
- Operational guidelines for scheduling, ticketing and visitor flow
- Support in integrating the experience into existing tourism offerings
Experience & Event Development
Platypus Digital also assists in developing additional activations, including:
- Immersive guided tastings inside the Super Reality Dome
- Whiskey and food pairing events
- Masterclasses and educational sessions
- Festival programming and seasonal experiences
- Trade, media and distributor showcases
- Private and corporate events
Commercial Sustainability & Revenue Generation
The WHISKEY360 EXPERIENCE is designed to be self-funding and profit-generating when established in the right location with consistent visitor traffic.
Primary revenue is generated through ticket sales for scheduled immersive screenings and curated whiskey experiences inside the SUPER REALITY DOME. These can be offered as:
Once installed, the operating costs of the Super Reality Dome are relatively low, allowing ticket revenue to support ongoing operations while generating surplus income.
Additional revenue opportunities may include:
Positioned correctly, the WHISKEY360 EXPERIENCE becomes a long-term income-producing asset, not just a marketing installation.
Primary revenue is generated through ticket sales for scheduled immersive screenings and curated whiskey experiences inside the SUPER REALITY DOME. These can be offered as:
- Stand-alone ticketed attractions
- Premium add-ons to distillery tours and tastings
- Bundled experiences with tastings, meals or merchandise
- Group bookings for tour operators, conferences and incentive travel
Once installed, the operating costs of the Super Reality Dome are relatively low, allowing ticket revenue to support ongoing operations while generating surplus income.
Additional revenue opportunities may include:
- Special ticketed events and limited-edition experiences
- Private hire of the Dome for launches and festivals
- Sponsored content or regional partnerships
- Merchandise and whiskey sales linked to the experience
Positioned correctly, the WHISKEY360 EXPERIENCE becomes a long-term income-producing asset, not just a marketing installation.
Interested? What are the next steps?
Let's talk! We would be delighted to discuss:
We look forward to collaborating with you to elevate your whiskey tourism offering and create unforgettable experiences for whiskey lovers everywhere. Slàinte to innovation, connection and the future of whiskey tourism.
For more information please contact:
Stanley Edwards
Platypus Digital
Mobile: +27 82 458 3356
[email protected]
- How the WHISKEY360 EXPERIENCE can be tailored to your distillery or region
- Potential locations and rollout strategies
- Investment and partnership models
- Potential events and marketing integration
We look forward to collaborating with you to elevate your whiskey tourism offering and create unforgettable experiences for whiskey lovers everywhere. Slàinte to innovation, connection and the future of whiskey tourism.
For more information please contact:
Stanley Edwards
Platypus Digital
Mobile: +27 82 458 3356
[email protected]
IMMERSIVE EXPERIENCES
The Johnnie Walker Experience in Edinburgh opened just over four and a half years ago and has welcomed more than 1.5 million visitors from 141 countries. In 2025 it was once again named both Europe’s Leading Spirit Tourism Experience and the World’s Leading Spirit Tourism Experience. Judges hailed the Princes Street venue’s “interactive technology, showmanship, creativity, and deep knowledge”.
The Laphroaig 360-degree virtual experience on YouTube could be screened directly inside the Super Reality Dome. You “enter” via the waters of Islay and get to see key aspects of Laphroaig production, including the peat bog. Notably, you’ll get to see the peat in action as it dries out and smokes the malted barley.
Bordeaux 360° is a visitor experience offered at the magnificent La Cité du Vin. Guided by a sommelier, visitors are immersed in a 360° tour of Bordeaux vineyards.
Famous for the d'Arenberg Cube, a 5-storey building containing visitor attractions, d'Arenberg winery in Australia offers wine lovers the opportunity to explore each Amazing Sites Single Vineyard Shiraz and its vineyard, surrounded by the virtual vines as the seasons roll by in a one-of-a kind 360° multi-media food and wine experience.
"The 360 dinner was a fabulous event in an incredible setting. The visuals are fantastic, and the notion of sitting with Chester in the vineyard to taste the wine with food is ingenious. The food was fabulous. The quality of what you’re delivering is very high. It was a fantastic experience." David Sly - Author at Decanter.
Each dinner hosts 16 guests who compare 3 vintages from each vineyard, alongside a superb 10-course menu expertly crafted by Singapore Circus Head Chef, Jamie Steele and his team, to carefully match each wine for a dining experience guaranteed to explode the senses.
Each dinner hosts 16 guests who compare 3 vintages from each vineyard, alongside a superb 10-course menu expertly crafted by Singapore Circus Head Chef, Jamie Steele and his team, to carefully match each wine for a dining experience guaranteed to explode the senses.
