Feast of Fire & Smoke

Feast of Fire & Smoke brought the House of the Dragon universe to life as a multi-city immersive brand experience for Indri Single Malt. Guests sat down to a communal dinner split along house lines, House of the Green pouring unpeated Indri against House of the Black’s peated expression, with every dish plated to pair with the whisky seated across from it. Collectible house pins, scroll menus, and live medieval music turned the evening into theatre rather than a tasting. The format traveled to 11 cities, drawing roughly 40 guests per event and over 400 guests in total, with House of the Green emerging as the crowd favourite across the run, a real read on audience preference that the brand could act on.