Now you can drink whiskey and hear music transmitted through the lower jaw directly to the inner ear—and it’s not hallucinations: that’s the new Johnnie Walker «Boldest Glass» designed to fully reveal the flavour of the new Johnnie Walker and Ginger Ale and revolutionise the bar culture.

Developed in collaboration with sensory brand and design agency Condiment Junkie, the techy glass has an amplifier  embedded into its base that receives an audio signal from an AM/FM radio transmitter. The glass itself serves as a speaker, so when your teeth touch its surface, sound vibrations transfer to the jaw, then to the inner ear—that’s what called ‘bone conduction’ in physics.

The «Boldest Glass» as well as Johnnie Walker Red Label and Ginger can be sampled by request in London bar ‘Call Me Mr Lucky’ from now on until May 10th.

Oscar Ocaña, Johnnie Walker brand director, said of the musical glass:

“This could potentially be a revolution within a culture that hasn’t changed in decades. The glass is set to give drinkers a glimpse of what bar culture could be like in the future and we’re so excited for drinkers to experience the boldest version ever of a Johnnie and ginger.”

Adding new sensorial dimensions to the drinking/eating experience is something other alcohol/food brands have also tried to tap on. Last year, rival alcohol drinks company Pernod Ricard tested the Project Gutenberg—a library of digitally connected spirits in containers shaped like real books for the at-home drinking.

Earlier in 2009, the whiskey brand Ballantine’s designed a self-illuminating sound-sentsitive label on its bottles to glimmer in the bar; the UK cider brand Strongbow prototyped the first digital RFID-enabled bottle top StartCap; the food brand Heinz used a musical MP3 player-enabled spoon to let the new Heinz Beans variety ‘sing‘ as customers tasted it.