Virgin Holiday Spirit

One Green Bean / Virgin Holidays


In January 2017 during the travel industry’s vital sales period, we launched The Holiday Spirit, the world's first 'data distilled' rum, commissioned by Virgin Holidays.


The recipe for this unique, premium rum blend was generated by IBM's supercomputer Watson, which analyzed millions of social posts to capture the emotions associated with holidays and used cognitive mapping to match them with specific flavours profile to produce the first ever rum recipe 100% informed by big data.

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