“What if we could try our deepest dreams?”

The GinEbras brand Tank He wants to explore the most authentic tastes of consumers, and for this he has sought to transcend conventional market studies through the dream plane. That is the idea behind the last Tanqueray No. Ten initiative, the brand’s premium version, with which it has designed cocktails from dreams Combining electroencephalogram technology in an innovative experiment.

Designed by the Creative Agency VML United Kingdom, “The Cocktail of Dreams” seeks expand the limits of customization Within the framework of mixology. He has created cocktails from subconscious preferences obtained from three selected candidates, which he has called “dreamers.” British gastronomic influencer Sam Ways, Italian designer Federica Gervasoni and the Brazilian journalist and artist Thai de Melo has been treated.

The brand exposed them to different sounds and aromas, such as vanilla, mint or spices, both in vigil and relaxation. Registered its brain waves with electroencephalogram technology Myndplay and prosecuted the data obtained through Flavorprint, the diageo technology that analyzes and maps the preferences of taste of consumers with artificial intelligence.

The results allowed Tastemakers of Tanqueray – the barmanes Tiffany Barriere, Matteo Di Leno and Giulia Cuccurullo- create three unique cocktails:

• Cordial conversationFruit of Sam Way’s subconscious played by Tiffanie Barriere. Combining, among other things, double maceration jasmine tea, watermelon syrup, fig leaf and a touch of garlic oil.
• Dusk Delusianborn of the subconscious of Federica Gervasoni played by Matteo Di Iienno. It is a cocktail with ruby ​​chocolate and vegan caviar and tropical and smoked notes.
• Essence Whisperemerged from the subconscious of Thai de Melo played by Giulia Cuccurollo. It is a refined martini with coffee and mint touches.

“Tasty and original in equal parts, the taste profiles of the participants show that there are innumerable ways of being creative with the elaboration of cocktails”, Details the brand in the statement.
Tanqueray does not also ensure that the created cocktails “They manifest the perfect combination of art and technology, which gives life to inspiration and potential in an still unexplored area of ​​the world of drinks”

To communicate “The Cocktail of Dreams”, Tanqueray has created an audiovisual piece with Creative Blood production, in which recreate artistic The entire experiment process.

“When exploring the subconscious, we discovered flavor profiles that escaped the usual perception of the participants: unexpected ingredients and combinations of cocktails that they had never imagined”, Has shared Amabile Guglielmino-Bray, global director of content, culture, connection and media for diageo gin, in a statement.”Our Tastemakers were up to the challenge, transforming these revelations into cocktails that redefined the art of cocktails”

The campaign has already been activated both in Tanqueray’s Instagram profile and in the corresponding ones of the three professionals that make up the “Tastemakers” group of the brand. In addition, the brand claims to have created a website where consumers can find cocktail recipes to try them from home, and another where they can explore cocktails as a result of their own subconscious.
In addition, the brand will carry out face -to -face tastings During the SP-Arte Fair in Brazil, which is held DL 2 to April 6; and the Milan Design Week, which takes place from April 6 to 12.

On the other hand, Patricia Borges, global director of gin and diageo rums, ensures that the initiative positions Tanqueray as A pioneer brand In a world where drinks are no longer only consumed, but are experienced at a very personal level. “Unlocking the subconscious allows us to create custom cocktails, inspired by dreams, which transform the way people connect, celebrate and connect with the drinks industry”He said.