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A drunk driving virtual reality app is on its way

If you've ever wanted to experience monumentally awful things like drunk driving, soon you'll be able to without putting yourself and other people in danger.

Imagine what it's like to be drunk in VR.

Sarah Tew/CNET

Virtual reality promises to show you many wondrous things. Put on a pair of VR goggles and you can feel transported to an alien planet or an undersea volcano or a futuristic shootout between cops and robbers.

Diageo, the company behind Johnnie Walker, Bulleit, Smirnoff, Guinness and many other popular alcoholic drinks, said it's begun work on a VR experience that shows you how dangerous it is to drive while drunk.

"Virtual reality technology provides a powerful new opportunity to emphasize the importance of celebrating responsibly," said James Thompson, Chief Marketing and Innovation Officer, Diageo North America, in a statement, adding that this effort still in its developmental phases.

Diageo declined to say how much it's spending on the effort, which it considers marketing, nor how many employees are involved. The company expects to release the project in the fall.

"Enabling people to experience what it's like to be the passenger in a car being driven by a drunk driver may resonate more with participants than disturbing statistics and crash photos," Thompson added.