Diageo buys flavour technology company

Johnnie Walker owner Diageo has acquired Vivanda, owner of the flavour technology behind the company’s digital ‘What’s Your Whisky’ platform.

Vivanda is also behind the ‘Journey of Flavour’ experience at the Johnnie Walker Princes Street emporium.

The acquisition will allow Diageo to expand Flavorprint technology into other spirit categories.

Flavorpoint technology analyses and maps consumers’ flavour preferences via a set of simple questions. The answers are assessed against a large proprietary database of foods and aromas, to give a digital representation of consumers’ taste palates.

The information then allows the company to recommend brands and flavours based on the findings.

It aims to remove ‘traditional’ barriers to category exploration and better support consumer engagement with more personalised recommendations.

Cristina Diezhandino, chief marketing officer at Diageo, commented: “We know consumers are looking for more personalised, interactive experiences and that they are increasingly engaging with our brands digitally as well as in person.

“We’re delighted to welcome Vivanda to Diageo and we are looking forward to working together to connect with consumers in more innovative ways that help shape the future of how we socialise in person and virtually.”

Vivanda’s team will join Diageo. Vivanda’s founders – CEO Oli Fuchs and CRO Matt Corish – will provide ongoing consultancy services.

‘What’s Your Whisky’ was launched in 2019 and is now available in 21 markets, and in 16 languages.

Click the video below to learn more about ‘What’s Your Whisky’.