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New VR Experience Casts You as a Shot of Jim Beam

Virtual reality (VR) has already been used to advertise movies, cars, TV shows and much more, but how about alcoholic drinks? It might sound like an unusual application for the tech but that’s exactly what Beam Suntory is using it for. The company has produced a new VR experience using the Gear VR mobile-based head-mounted display (HMD) to promote a new brand of its Jim Bean bourbon whiskey named Jim Beam Devil’s Cut. The piece takes users on a virtual rollercoaster ride as they follow the drink itself on its long journey to a glass.

Gear VR for Samsung Galaxy S6

As users start out they will find themselves in the pipes of the bourbon still, on their way to a rack house. As Fortune reports, their journey will also take them through a flaming barrel lid, into a barrel itself and, finally, poured into a shot glass. The experience is coming to over 16 markets and 250 bars in 2015, with a real shot of the drink being placed in front of the user when they take the HMD off. As such, the experience is restricted to consumers aged 21 or over, making it perhaps the VR experience with the largest age restriction so far.

“VR allows brands to leverage technology to engage with consumers in a dynamic and impactful way unlike any they have ever had before,” Rachel Harris, commercial marketing director at Beam Suntory, told Fortune. “Consumers at these events have literally run back to grab their friends to tell them they have to experience it.”

This isn’t, however, the first time that VR has been used to advertise alcoholic beverages. Tequila maker Patrón has in the past offered a 360 degree virtual tour of its distillery.

VRFocus will continue to follow any and all VR experiences, reporting back with the latest on them.

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