Starward and Akcelo Take Whisky Lovers on Unforgettable Journey with 'The Starward Flight'

Akcelo and Starward Whisky have collaborated to deliver a ground-breaking activation at Bennelong Lawn, transforming the typical whisky tasting into an unforgettable adventure. The Starward Flight set out to challenge expectations, merging storytelling and sensory immersion to captivate both seasoned whisky enthusiasts and newcomers alike.

Taking whisky lovers on a journey to new horizons, the Starward Flight offers a multisensory experience that pushes the boundaries of traditional tastings. For a limited time, whisky enthusiasts and the ‘whisky curious’ can be transported to a new world of whisky in an immersive, custom-built 12-seater theatrical pop-up. With no bartenders in sight, the Starward Flight invites guests to explore the depths of Starward’s unique whisky offerings guided solely by a 360-degree sound experience and visual cues, seamlessly integrating automatic dispensing technology for a futuristic tasting journey.

The activation highlights Starward’s bold approach to innovation, blending cutting-edge technology with creative flair to bring the brand's spirit of exploration to life.

Louise McQuat, group creative director at Akcelo, said, "We set out to create an experience that not only told the Starward story but also reflected the innovative spirit of the brand. Bringing the projections to life was a creative opportunity that we fully embraced, using immersive technology to engage all the senses."

The experience is crafted to excite and delight whisky drinkers by breaking free from the expected. It introduces new ways to enjoy Starward’s celebrated whisky, drawing on the brand’s reputation for going against the grain and fostering a sense of exploration.

Jon Kenyon, managing partner at Akcelo, said, "This was an incredible opportunity to unpack the Starward brand story in a new and interactive way. From the concept stage to execution, we worked hand-in-hand with the Starward team to deliver an unforgettable tasting experience."

Steph Jericevich, global marketing director at Starward, added, "We have loved the opportunity to partner with the incredible team at Akcelo to create a storytelling and tasting experience worthy of our founder Dave’s vision to create a truly modern Australian whisky.”

With no ordinary tasting experience, the activation sets a new benchmark for engaging consumers in the world of spirits.