As the winter months continue to bite, we’ve been keeping our mind fixed firmly on sunshine and sea in Attitude’s special February travel issue – available to download and in shops now.

And while filling our pages with the best destinations for 2017 is one thing, but Virgin Holidays have just gone one better with the world’s first drink that actually tastes like holiday.

Yep, the travel giant have quite literally captured the ‘Holiday Spirit’ with an bespoke rum blend designed to transport you to you very own holiday paradise wherever you are in the world.

The company used an highly-intelligent super computer to analyse the thoughts and feelings of more than 15 million holidaymakers via their social posts, with each emotion match to a particular flavour descriptor.

The results were used to create a one-off rum recipe which has been used to create 800 limited edition Virgin Holiday Spirit bottles, available now in nine key V-Room retail stores nationwide.

“We’ve long been known for creating the ‘perfect blend’ when it comes to holidays, so we set ourselves the task of translating this into something tangible,” says Dave Geer, interim Managing Director at Virgin Holidays.

“Bottling the holiday spirit, and creating a blend informed by joy, excitement, curiosity and confidence perfectly encapsulates the Virgin Holidays experience.  We’d encourage any rum-lovers out there to pop into any of our v-room stores over the last week of our sale to try it while stocks last!”

Bottoms up, we say!

You can find more information including a list of stores at virginholidays.co.uk/theholidayspirit.

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