The Alchemist rolls out augmented reality cocktails

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Bar and restaurant operator The Alchemist has launched its first augmented reality cocktail menu and app, creating an “immersive” experience for guests.

Customers at The Alchemist’s Covent Garden venue, located on St Martins Lane, are being invited to unlock a top secret, hidden elixir through the new cocktail menu and app, called The Conjurer.

The concept, which “merges the power of mixology, technology and design”, has been created in collaboration with William Grant, Vapour and xDesign, and will be rolled out to the rest of the UK sites in the spring.

Guests can choose from six AR centric cocktails, which are inspired by iconic childhood memories.

Examples include the Seaside Sour, which is inspired by family trips to the seaside, and made with Monkey Shoulder Whisky, citric acid, hyfoamer and seaweed, which is inspired by family trips to the seaside, and the Peach IPA, which combines Glenfiddich IPA, whisky, peach, beer to emulate the taste experience of a very first sip of beer.

Once guests have conjured all six elements on the menu, they will unlock the top secret elixir and attain Alchemist status. Customers must download and open the app, before focusing their camera on the coaster for a “unique drinking experience”.

Jenny McPhee, head of brand for The Alchemist, said: “We are extremely proud to be one of the first bar and restaurant brands to offer augmented reality cocktails on a national scale.

“We are always looking to enhance the experiences we offer, whilst showcasing the personality of our brand.

“This collaboration allows us to provide something different for our customers, whilst pushing the boundaries of unconventionality.”

Jamie Bugler, creative director of Vapour, added: “The Alchemist’s illustrative language has become just as synonymous as its reputation within the industry, so this opportunity to bring our dark, twisted pieces to life in the hands of the customer is a super exciting opportunity for our team.

“We’ve worked closely with The Alchemist to ensure each story is delivered in its usual fashion whilst bringing a new level of fun and dynamism to these usually static, macabre pieces.

“We hope everyone that uses The Conjurer loves seeing our work in a whole new dark dimension and furthermore shows The Alchemist to be the best in the business at driving the experience forwards”.

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