Johnnie Walker Targets Newbie Whisky Drinkers With Technology

And adds sommelier-style staffers to bars

From loopy virtual-reality experiments to prankvertising stunts, bars are the new hotspot for marketers to run tech-based initiatives.

Now, Johnnie Walker and agency Iris Singapore have built an interactive website and tablet app that doubles as in-bar entertainment. It's part of the whisky brand's "luxury mentoring" program that educates millennial consumers about the brand at high-end bars and tasting events.

The idea is that bartenders and sommelier-style staffers can better explain—with an iPad in hand—the Scotch whisky's ingredients and heritage to customers who can actually see and taste it. For example, people learn about Johnnie Walker Blue Label's five flavors—wood, malt, fruit, spice and peat—by clicking through a series of scenes.

The Scotland-based marketer is rolling out the experience globally this year, with events already planned in South Africa, Indonesia and Malaysia. In Istanbul, the brand recently projected the website on LED walls to make it feel like people were inside a scene. And in August, it will light up a 360-degree dome in Malaysia.

Check out the video below to see how it works: