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Master of Malt Press Information

Master of Malt Announces Downloadable Digital Whisky
The revolutionary Joculus Snift
01 April 2014

Award-winning online spirits retailer Master of Malt announces the launch of a ground-breaking technology which allows whisky lovers to digitally browse, download and virtually taste any whisky they want.

 Once downloaded, ‘eDrammers’ can enjoy their chosen whisky using a unique, state-of-the-art (SOTA) headset called the Joculus Snift. Via a series of gentle, lab-tested radio waves, the gustatory cortex (the part of the brain responsible for taste perception) is stimulated. Olfaction is triggered simultaneously using a landmark discovery in the field of protein synthesis. This is known as Artificial Chemoreception (AC), and it is already being heralded as the future of haute cuisine and mixology.

 To replicate the sensation of liquid filling the mouth, an orally inserted tube begins pumping deionised water over the palate - though thanks to the Joculus Snift, the eDrammer will perceive this water as delicious whisky.

 Meanwhile, the head-mounted Joculus Snift displays stunning 32-bit visuals, created in real-time by a series of accelerometers and gyros.

 For a complete sensory experience, the Joculus Snift was made in conjunction with Austrian hifi experts BosenHeiser, and various Celtic noises are played, such as recordings of Billy Connolly on Parkinson, or Gerard Butler trying to do an Irish accent.

 “This is quite simply an astounding piece of kit,” said Marcus Schrodinger of spirits blog, Booze Gauntlet. “Imagine being able to sup on the rarest, most expensive whiskies in the world, in the comfort of your own home, and for free!”

 Chef Roger Moore from award-winning Tibetan bistro Dharm & Dharma has reputedly bid $11m for a year’s exclusive licensing of the technology.

 The Joculus Snift is produced by Joculus Industries, and will be available through Master of Malt later in the year.

Accompanying media can be downloaded at this link.

Media Use Only. Copyright ©Master of Malt 2014. These pictures are intended for media use only. The pictures must not be altered in any way. For special permission to edit photos please contact press@masterofmalt.com
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