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Diageo creates whisky selector using AI technology

Johnnie Walker owner Diageo has launched a digital experience that uses AI (artificial intelligence) technology to analyse consumers’ flavour preferences and match them with their ideal single malt whisky.

Diageo’s What’s Your Whisky? initiative uses AI technology to help consumers find their ideal single malt whisky

Available via mobile or any internet-connected device, the What’s Your Whisky? digital experience asks users 11 questions to understand what flavours they like. Questions range from ‘how often do you eat bananas?’ to ‘how do you feel about chillies?’.

The programme then uses AI technology and machine learning technologies to assess the user’s enjoyment of a range of sweet, fruity, spicy and smoky flavours found in single malts whiskies.

The data is then used to create the consumer’s personal ‘flavour print’, allowing the technology to then recommend a single malt with a flavour profile that suits the consumer’s results.

Andy Parton, senior regional manager for Diageo, said: “The ‘What’s Your Whisky?’ mobile experience allows consumers to explore a wide range of our single malts in a personalised and completely new way.

“We’re excited to roll this out at scale and help many thousands of people find their perfect whisky based on the innovative Flavour Print AI technology.”

The What’s Your Whisky? experience is launching today (28 November) in Great Britain, Germany, Austria, Switzerland, Spain, Greece, Belgium, Denmark and the Netherlands.

It will be available in six languages and can be accessed online via, or through QR codes that can be found on various points of sale materials in participating bars, restaurants and shops.

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