Johnnie Walker owner Diageo has incorporated artificial intelligence (AI) into its Single Malt Special Releases 2024 Tasting Experience in a bid to create a ‘digitally enabled multi-sensory Scotch whisky journey’.
The Special Releases 2024 Tasting Experience has been created to highlight the craftsmanship of the Spirited Xchange Second Edition collection, which launched in September. It was curated by master blender Dr Stuart Morrison.
The new technology, called ‘FlavorPrintConnect’, brings together whisky-tasting kits and an AI-enhanced digital masterclass, giving users the chance to try part of the Single Malt Special Releases 2024 range, digitally compare their tasting notes with their friends and Diageo master blenders and get served ‘rich’ video content on the whiskies and their distilleries, as well as finishing with their own whisky flavour profile.
Jeremiah Ty, global head of breakthrough innovation – luxury at Diageo, explained: “FlavorPrintConnect is our latest step towards transforming the way consumers experience our products. By merging physical and digital social experiences with the power of FlavorPrint, this innovation enables our consumers to explore the depth and character of our single malt Scotch whiskies in ways they never could before. Our vision is for the platform to unlock breakthrough opportunities across the whole of our portfolio.”
This ‘cutting-edge innovation’ is built on top of Diageo’s proprietary FlavorPrint AI platform, which identifies and matches flavour profiles – allowing participants to personalise their whisky journey based on individual preferences.
The platform is said to not only elevate the tasting experience but also deepen engagement by providing recommendations that guide users’ future exploration in the wider world of spirits.
The kit contains four 200ml whisky-tasting samples from the range, accompanied by a selection of tasting implements and collectable glasses.
Inspired by trends from Diageo’s Distilled report, the firm said the product embraces consumers’ demand for ‘neo-hedonism’ – finding deeper joy in sensory indulgences and redefining the ordinary.
Malts.com relaunch
The experience will launch initially as a limited trial in the UK during the festive season and be exclusively available through the newly relaunched Malts.com.
Megan Sirockman, global head of strategy and marketing at The-Bar and Malts.com, said: “The new Malts.com is the digital home for our whisky brands and distilleries, and the Special Releases 2024 Tasting Experience marks the perfect launch for this enhanced platform.
“We built Malts.com to be the connection point for omnichannel community, discovery, and exploration: connecting whisky lovers directly with the people and places behind our iconic brands like The Singleton, Talisker, Mortlach, and Lagavulin.”
Hala Saad, global head of media content and omnichannel strategy for single malts, added: “As consumer expectations evolve, we’re committed to delivering immersive experiences that allow whisky lovers to explore our portfolio in new and exciting ways. These new capabilities enable us to merge digital content with physical experiences, offering a new frontier in whisky tasting.”
The Special Releases 2024 Tasting Experience is Diageo’s first consumer-facing trial that integrates immersive content with AI-powered discovery.
The tasting kit will be available on Malts.com from November 2024.
Last month, Diageo launched a collection of 5,000 Johnnie Walker Black Label bottles created with the help of generative AI.
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Author: Georgie Collins
