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case study: 
a unique tasting experience for
Sweet Gwendoline French Gin

We blindfold guests during our Dominatrix-led tasting experience at Sweet Gwendoline French Gin.


It’s mostly our homage to the fetish artistry of John Willie, who would often illustrate the pages of his publishing project #BizarreMagazine with portraits featuring beautifully tied sashes and blindfolds.


Being deprived of the sense of sight elevates the other senses.

This serves us well when we’re conducting our sampling experiences with bartenders.

How it works

Once blindfolded, our guest's sense of taste is heightened and, therefore, the ability to better enjoy our Sweet Gwendoline French Gin with more focus and awareness, free from distraction.

To add to the deprivation, participants wear headphones through which audio explains the details of our gin, from the copper stills used in its production to the maceration of the fig and its botanicals juniper, angelica seed, cardamom, coriander, lime, and sweet orange.

Safe Word

Whilst listening, guests adhere to a strictly instructed set of tasks involving figs, ticklers, candles and sipping from Sweet Gwendoline French Gin cocktails such as "Safe Word", a riff on a classic Last Word.

It’s a sensory experience that's nothing like the usual sampling event.


“It’s FANTASTIC! Love love loOOOVE the audio you wrote and performed! The experience in its entirety is nestled in that rare / tough-to-reach sweet spot where art and advertising meet. Really good.”

The Result
  • 15 events in three premium and influential cocktail bars including Violet Hour and Mother's Ruin

  • Markets activated:  Chicago, Los Angeles and New York

  • All participants sampled 

  • 100% positive feedback 

  • More to come!

Consultancy Services

This experience was devised and created as part of the Sweet Gwendoline French Gin creative team alongside Larry McGearty and Kevin Beyer. 

Tone of Voice activation: Scriptwriting and narration

Thanks to David Wartnaby, Voiceover London

Cultural direction

Want to know more about Sweet Gwendoline French Gin events?


Event photography by Alejandra Guerrer and Natasha Gornnik

Visual assets created by Nick Paparone

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