Alcohol brands and hipster bars are constantly at the drawing boards, conjuring up the "next best thing" in an attempt to draw in customers for a cheeky tipple.
One Scottish whisky brand, however, may have just wiped the floor clean.
Johnnie Walker has teamed up with Condiment Junkie, a "sensory branding" and design agency, to create a new alcoholic experience—one that allows drinkers to hear a "personalized" tune while they sip on a glass of whisky.
The tailored tune comes from a drinking glass, which uses bone conduction technology to transmit sound to the inner ear, allowing drinkers to hear music when the glass makes contact with their teeth. It was launched on Friday with the name 'The Boldest Glass,' in order to promote a speciality drink, the Johnnie Walker Red Label with ginger ale.
The glass has a "concealed exciter" which uses the glass' surface as a speaker, creating vibrations. The audio is emitted from an AM/FM transmitter, to an amplifier found on the bottom of the glass.
In a statement, Johnnie Walker said The Boldest Glass was "an industry first", which was "marrying music and drinks in an intimate fashion that opens up possibilities for future collaborations and exploring the glass' potential further".
Oscar Ocana, brand director at Johnnie Walker, said that the Boldest Glass gave drinkers "a glimpse of what bar culture could be like in the future."
"The glass' track has been designed to enhance the flavors of the drink, which then brings out spicy and warm tones," Ocana added in a statement.
For those keen on hearing their "own personal soundtrack," a London bar called "Call Me Mr Lucky" is offering the drink on request for one month from April 10, 2015.
James Brooke, managing director at Rooster PR, said "The Boldest Glass" could prove to be more than just a PR stunt, encouraging other brands to follow suit and invest in new sensory and technological designs.
"A clever gimmick on the surface, the long-term ramifications of the work could potentially be far reaching," Brooke told CNBC on Monday via email.
This isn't the first time that Johnnie Walker's parent-company Diageo, has used a technological gambit to entice customers to its alcoholic brands.
In February, Diageo unveiled the "smart bottle," a bottle which enables Diageo customers to receive promotions and cocktail recipes based on Diageo's brands like Bells whisky and Johnnie Walker. The bottle had electronic stickers, allowing Diageo to target its consumers based on location and taste.
Plus, last December, men's footwear and accessories designer, Oliver Sweeney, restyled the classic Oxford Brogue shoe to feature a secret compartment in the heel containing a miniature Johnnie Walker Red Label whisky bottle. The lucky few who could grab a pair of the limited edition shoe had to fork out £279 ($408).