What if a cocktail could be created from a dream? With Tanqueray No. TEN, a groundbreaking experiment was launched to do just that: blending cutting-edge EEG technology with the art of mixology to unlock hidden flavour preferences from the subconscious mind.
The Cocktail of Dreams
Crafting bespoke cocktails from dreams using neuroscience.
Client
- Diageo
Office
- London
Tanqueray No. TEN sought to explore new dimensions of personalisation by moving beyond conscious taste preferences. The goal was to uncover flavour profiles from the subconscious—transforming the way cocktails are created and experienced.
The convergence of neuroscience, creativity, and sensory design offered a compelling space for innovation.
The experiment translated brainwave data into custom cocktails using EEG technology and Tanqueray No. TEN’s global Tastemakers - their very own mixologists. A curated group of participants - creative minds from the worlds of food, fashion, and design - were selected for their strong sensory intuition and cultural influence.
Each participant was fitted with EEG headsets and exposed to a series of scents, such as vanilla, mint, spices, and herbal notes, in two states: fully awake and in a relaxed, meditative state. Their brain activity was recorded at both stages, revealing subconscious preferences that differed from their conscious responses.
These insights were then decoded into unique flavour profiles, which the Tastemakers used to craft entirely new cocktail creations—ushering in a visionary approach to personalisation in mixology.
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