Johnnie Walker offers personalised whiskies

14th May, 2018 by Nicola Carruthers

Diageo has launched an online personalised whisky experience that gives Scotch fans the chance to buy a Johnnie Walker expression tailored to their flavour preferences.

Johnnie Walker The Edition offers Scotch fans the chance to personalise the labels

Johnnie Walker My Edition offers Scotch fans the chance to personalise the bottle labels

Initially released as a pilot, Johnnie Walker My Edition combines “years of whisky-making expertise and taste-profiling technology” to offer consumers a “one-of-a-kind” bottling.

My Edition has been created by Diageo Future, the company’s innovation arm, in collaboration with technology partner Vivanda, which specialises in personalised flavour.

The My Edition range consists of six whiskies, including Light & Zesty, Rich & Complex, Fresh & Delicate, Rich & Smoky, Rich & Fruity, and Vibrant & Spicy.

The bespoke whisky will be chosen upon answering a series of questions to determine the person’s flavour preference. The label can also be personalised and include an engraved message on the glass bottle.

David Gates, head of Diageo Futures, said: “We have created an engaging, accessible and easy-to-use tool that asks consumers a series of simple questions.

“Based on the answers given, Johnnie Walker My Edition uses machine learning and proprietary algorithms to match the taste profile to one of a range of six new and exclusive Johnnie Walker blends. It allows people to explore flavour in a fresh and engaging way not offered elsewhere.

“Johnnie Walker My Edition will also help people who are new to Scotch discover the wide range of flavours found in Johnnie Walker whiskies. Personalisation runs through Johnnie Walker My Edition from the website’s very first question on flavour preference through to the customised labelling and engraving options that result in a bespoke look for each individual bottle.”

Johnnie Walker My Edition is available on Bottles are priced at £75 (US$101).

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