Tanqueray has unveiled the results of an experiment called ‘The Cocktail of Dreams’, a project that crafts cocktail creations from dreams.

Using state-of-the-art electroencephalogram (EEG) technology developed by leading tech company, MyndPlay, the scientific experiment delves into a subconscious set of preferences, which prove to be very different from their conscious ones.

During March, a specially selected group of creative minds – ‘Dreamers’ – from across the globe had their brainwaves translated into bespoke cocktails. Using EEG headsets, they were exposed to different scents (such as vanilla, mint, spices and herbal tones) and sounds in an awake and in a relaxation state while their brainwaves were analysed into data by MyndPlay’s technology.

The results of their relaxation preferences came back all strikingly different from the waking preferences. Using Diageo’s FlavorPrint technology, Tanqueray No. TEN’s global Tastemakers – a trio of award-winning bartenders – translated these unique brainwave data-driven flavour profiles to begin crafting one-of-a-kind cocktails, unlike anything found on the cocktail menus of today.

We would be tempted to think it was an April Fool’s exercise, but Diageo published the results on April 2.

Consumers will be able to discover the ‘cocktails crafted in a dream’ online, followed by live tastings during Milan Design Week in Italy and SP-Arte in Brazil during April. A documentary showcasing the steps of the experiment will also premiere online and across social media channels.

The three ‘Dreamers’ were selected for their deep connection with food, fashion, design and creativity: food influencer and storyteller Sam Ways (UK); design and style expert Federica Gervasoni (Italy); and multi-talented journalist, artist, and model Thai De Melo (Brazil). Each partnered with one of the No. TEN Tastemakers – Tiffanie Barriere (The Drinking Coach, US), Matteo Di Ienno (Co-Founder of Fermenthinks, Italy), and Giulia Cuccurullo (Head Bartender at Artesian, The Langham, UK).

Sam Way’s dreams created Cordial Conversation; a multi-layered cocktail interpreted by Tiffanie Barriere. Combining Sam’s subconscious preference for liquorice and smoky flavours while honouring opposing conscious preference for floral profiles, Tiffanie blended double-steeped jasmine tea, watermelon syrup and fig leaf cordial, adding garlic oil for a savoury twist.

Federica Gervasoni’s subconscious appetite for voluptuous flavour inspired Dusk Delusion by Matteo di Ienno, a surreal blend of contrast, vegan cocktail with foam, ruby chocolate and vegan caviar for added texture. While her waking palate favoured tropical and smoky notes, her dreams revealed a longing for more mellow flavours such as vanilla and cream, which he bought to life with a blend of gin, mango chutney, vanilla-woody syrup, to create a tangy yet smoky serve, with a float of slightly bitter Barolo.

Thai de Melo’s dreams shaped Essence Whisper by Giulia Cuccurollo, a refined martini. While she enjoyed lighter notes of liquorice, berry, and herbs in awaking life, her dreams erred toward coffee and mint. To reflect this, Giulia crafted the Thai Essence, a blend of fig and bergamot cordial with Monin Paragon Palo Santo and Monin Paragon Labdanum, a dash of coffee cordial and a hint of liquid smoke to add depth and complexity.

Tanqueray No. TEN Tastemaker Tiffanie Barriere said: “The outcome gave me lots of perspective on creative minds and intuition. As for my own creativity, I’ve always focused on the person – their style, voice tone, and body language. Sam’s data analysis was directly opposed, shifting my focus to the message the drink needed to convey: Clean, balanced, cold and layered.”

Diageo Global Gins & Rums Director Patricia Borges said: “By fusing artistic mixology with cutting-edge neuroscience technology, Tanqueray is pioneering a world where drinks are no longer just consumed, they’re experienced on a deeply personal level. Unlocking the subconscious allows us to create bespoke, dream-inspired cocktails that reshape how people connect, celebrate, and engage with the drinks industry. “

Consumers can find the recipes and how they were created on the Tanqueray website, as well as the opportunity to discover their dream cocktail on the Cocktail of Dreams website.