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Johnnie Walker offers custom AI bottles
Diageo will introduce its first generative AI-powered personalised bottle experience at the Johnnie Walker brand home in Edinburgh next month.
Johnnie Walker Princes Street invites guests to discover Johnnie Walker x Scott Naismith, a generative AI-powered experience that allows guests to co-design a personalised bottle of the brand’s Blue Label whisky.
The experience is only available at the Edinburgh venue from 1-31 August 2024 and is believed to be the first to combine Scotch whisky, art and AI.
Visitors will be prompted to answer three simple questions that will influence key themes in Scottish artist Scott Naismith’s work and impact the bottle design. The prompts will generate various colours, locations, artistic styles, and times of day, resulting in a unique bottle that will be printed in minutes.
The experience is powered by ‘Project Halo’, from Diageo’s ‘breakthrough innovation’ team, that uses generative AI to allow brands and consumers to co-create personalised label designs and product artwork.
“Since opening, Johnnie Walker Princes Street has striven to become a leader in using the power of AI to personalise guests’ experiences,” said Rob Maxwell, head of Johnnie Walker Princes Street.
“Johnnie Walker x Scott Naismith is an exciting new step in our commitment to offering those with various tastes and interests something completely different from what’s available in the whisky experience market. This partnership is a true one-of-a-kind, and we can’t wait to see the designs our guests will print on their bottles.”
The launch responds to consumers’ increasing interest in unique experiences and products that signal belonging, status and personality.
“This is the first pilot in a wider platform that the breakthrough innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists,” said Will Harvey, senior global innovation manager at Diageo.
“Demand for personalisation shows no signs of slowing down, so we’re delighted to offer the chance to create one-of-a-kind AI-enabled designs with Scott. With Johnnie Walker Princes Street’s previous experience of using AI to enhance customer experiences, it’s the perfect place for us to launch this innovative offer to the world.”
Diageo’s breakthrough innovation team is ‘dedicated to actively seeking partners to collaborate with in order to test and learn about breakthrough ideas.’ In the future, the Project Halo initiative will see Diageo partnering with industry-leading experts, including Phantom, Amazon AWS, Hybrid Software, GMG, and Roland DG.
The experience is available through August at Princes Street with every Blue Label purchase and priced at £240 (US$310) per person.
The bottle design element can be complemented at no extra charge by a bookable expert-led tasting of Blue Label, as well as a guided tasting of the limited edition Johnnie Walker Blue Label ‘Elusive Umami’ in the rooftop Explorers’ Bothy bar.