Whisky drinkers will be able to buy the first of 800 limited edition Three Ships 10 Year Old Single Malt Single Cask PX Finish whiskies today and live-stream the experience.
Using live-streaming to augment the online shopping experience, the live store will enable consumers to interact in real-time as they select the hand-numbered bottle of their choice.
Buyers will see their selected bottle being collected off the shelf and watch as master distiller Andy Watts signs their name on a certificate and prepares it for delivery.
Three Ships marketing manager Liezl Dippenaar says: "The process emulates the Old World appeal of walking into a cellar, hand-picking a numbered bottle, and meeting the crafter of the product as he signs and wraps your purchase."
The whiskies went on sale today at noon and the store will be open until 10pm. Buyers will have to have SnapScan downloaded onto their phone to pay for the whisky.
The experience was created by digital agency Quirk. Andrew Bloom, executive creative director, says: "It's not every day we get to create what pushes the digital envelope. So it's been a fun challenge to combine the technology of a live-stream with an interactive overlay, content and an e-commerce experience.
"Most of all, we're excited about how it makes a cold e-commerce experience human, interactive and engaging."
On the site, buyers can also view footage and interviews with Watts on the story behind the creation of the limited edition whisky.
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