Chivas Regal's 'Ultis' represents the pinnacle of blending craft. Meticulously hand-selected from less than 1% of their inventory, it’s considered the distillery’s ultimate essence. To articulate the human artistry behind this unique liquid, we wanted to visualise the Master Blenders' DNA, their essence. Generative artists FIELD.IO, transformed the code into stunning holographic projections. The unveiling saw the blenders witness their own DNA, surrounded by the millions of drams they rejected to craft the ‘Ultis’ blend.

THE ESSENCE OF WHO WE ARE