Moët Hennessy Travel Retail introduces the experimental Glenmorangie Wonder Machine

December 23, 2024 | Retailer

The Wonder Machine delights travelers at Glenmorangie’s boutique at London Heathrow Airport, Terminal 2, the Hainan Whiskey Museum, the Mova Mall in China and Scotland’s Edinburgh Airport. Next up is South Korea’s Incheon Airport in Seoul, with more miracle machines to come…

Inspired by the imagination of Glenmorangie whiskey creators, Moët Hennessy Travel Retail today unveiled the experimental Wonder Machine. This playful, personalized experience invites travelers on an unprecedented sensory quest to find the right delicious whiskey.

Immersing curious drinkers in a kaleidoscope of sights, sounds and smells of the imaginative world of Highland single malt Scotch, the Wonder Machine promises to capture the imagination of travelers and introduce everyone to a bottling that perfectly suits their tastes.

The members of Glenmorangie’s Whiskey Creation Team, led by Dr. Bill Lumsden are endlessly searching for new flavor possibilities. Combining their ‘What if…?’ approach to whiskey with the finest casks from around the world, they bring new levels to Glenmorangie’s signature style. And now the Wonder Machine is offering travelers the opportunity to experiment for the first time.

As you enter the taste world of single malts, you can explore the aromatic personalities of the creations in the Travel Retail range – until you discover your personal whiskey match.

Wonder Machine at the Glenmorangie boutique in Terminal 2 of London Heathrow Airport

Originally unveiled at Glenmorangie’s wondrous boutique in Terminal 2 at London Heathrow Airport, the Wonder Machine has the look and feel of a fantastical factory where delicious experiments come to life. It combines sophisticated physical and digital technologies to lure travelers into a sensory playground. First, using a touchpad housed in a still-shaped copper casing, users select their whiskey personality from a selection inspired by Glenmorangie’s dedication to deliciousness, craftsmanship and experimentation. They will then be taken on a personalized visual tour of the more wonderful world of whiskey via an immersive exhibition.

Next, the machine’s gears, dials, and belts are playfully brought into action on the screen, as if users were making the whiskey here and now. You choose a favorite scent from six aromas, each of which indicates the essence of each whiskey. Created by Glenmorangie’s Master Blender and Head of Whiskey Creation Gillian Macdonald and an experienced perfumer, all scents include roasted coffee beans, a nod to the mocha notes of Glenmorangie Signet and the melting toffee tones of Glenmorangie Elementa.

The Wonder Machine at Edinburgh Airport in Scotland and the Hainan Whiskey Museum, Mova Mall in China

Travelers can also experiment with six soundscapes, each reflecting the spirit and flavor of a whiskey. For example, they might prefer the sound of a heartbeat, reminiscent of Glenmorangie The Original – the single malt at the heart of Glenmorangie’s whiskey production. Or the hiss of coffee beans swirling in the heat, hinting at the dark deliciousness of Glenmorangie Signet.

The Wonder Machine skillfully analyzes their favorites and ingeniously matches each traveler with the perfect whiskey from Glenmorangie’s Travel Retail range. Finally, they can smell this single malt’s complex aromatic signature, learn about the whiskey pairing, and explore a cocktail recommendation connected to WeChat in China. Afterwards, they are invited to taste the flavors of the whiskey at the boutique’s bar.