You might think $95 is a lot to spend on a cocktail. Especially a cocktail that contains a grand total of two ingredients (whisky and sherry.) But there’s one essential element to a new Chicago cocktail that’s turning heads throughout the industry: virtual reality.
The Macallan and Chicago’s Baptiste & Bottle teamed up to entice guests at the high-end Conrad Hotel, where the restaurant is located on the 20th floor, to try the first VR cocktail in America. While the price tag is high, the upscale bar/restaurant is all about selling the “experience,” according to Macallan National Brand Ambassador Raquel Raies.
While she notes there another bar in London currently selling a virtual reality drink, the One Aldwych hotel, Raies says no cocktail in the world is offering a similar experience. Looking to attract a younger millennial crowd as well as those who typically aren’t big whisky drinkers, the experience combines one of the world’s oldest traditions with one of its newest. The cocktail has only been on Baptiste’s menu for a few weeks and, while it’s attracted plenty of media attention, more and more customers are flocking in to taste and “see” it for themselves.