Does Your Nose Know Whisky? - "Pick Your Nose" to find out

Never ones to do anything conventionally, Jon Mark & Robbo's Easy Drinking Whisky Company (JMR), has developed its innovative 'Does Your Nose Know?' nosing test in a scratch n sniff card format designed and produced by Hotrod Creations Ltd and The Aroma Company believed to be a market first.

Created by the former master distiller of The Macallan, David 'Robbo' Robertson and brothers Jon and Mark Geary to make whisky more fun and accessible, JMR has put the hip back into the Highlands with its range of three multi (15 so far) award winning vatted malts that taste exactly as they say on the label - The Rich Spicy One, The Smooth Sweeter One and The Smokey Peaty One.

To reach as many new friends as possible with their malts the guys embarked on a nationwide tour of Oddbins stores with their novel 'Does Your Nose Know?' aroma test allowing "friends" to match their snozzles favourite smells to the guys three malt whiskies. Such has been the success of the test 100,000 cards have now been developed for Oddbins and other great stockists nationwide.

Using the latest in printed fragrance technology, the card features five fragrances and are printed on to five cartoon noses. Customers are asked to "scratch n sniff" the fragrance of each nose, then turn the card over and "rub n reveal" the correct answer from the three options provided. The results determine whether the user is a "Nasal Novice" and in need of serious practice, "Olfactory Oracle" - nearly good enough to take part in the Olfactory Olympics or an "Aroma Athlete" - get a job with the guys selecting whiskies. The aromas are all matched to one of the three JMR malt whiskies and help guide the nose to the perfect malt mate!

Robbo explains: "Everyone takes their sense of smell for granted and it is normally a terribly under-utilised asset. It's great fun helping people understand just how good their snozzles and our malt whiskies are and help de-mystify the connoisseurship that goes with malt whisky. JMR malts are all about fun and flavour and the sniff and scratch cards provides a fun, memorable, and informative method of "picking more noses."

Sarah Mallock of Hotrod Creations Ltd said: "The card design reflects the character of the brand and the honest nature of the whiskies. Our brief focused on creating a quirky and visually impactful card and thanks to our partnership with The Aroma Company has certainly achieved that."

Simon Harrop of The Aroma Company said: "Hotrod's creative vision and design presented quite a complex technical challenge, involving several print processes. Most importantly we had to ensure the quality of the aromas used matched the standard of the product. People are fascinated by smell and respond well to something interactive and novel.

For more information from The Aroma Company, contact Val Lord, Tel: 01491 835510
Email: val@aromaco.co.uk