Diageo has integrated Artificial Intelligence (AI) into their Single Malt Special Releases 2024 Tasting Experience to create a “digitally enabled multi-sensory Scotch whisky journey.”
Whisky-tasting kits and an AI-enhanced digital masterclass are combined in the new technology, called “FlavorPrintConnect.” Users can sample some of the Single Malt Special Releases 2024 range, digitally compare their tasting notes with those of their friends and Diageo master blenders, receive “rich” video content about the whiskies and their distilleries, and finish with their whisky flavor profile.
To showcase the artistry of the Spirited Xchange Second Edition collection, which debuted in September, the Special Releases 2024 Tasting Experience was developed. As you may remember, Diageo unveiled a line of 5,000 Johnnie Walker Black Label bottles made with generative AI last month.
According to Diageo’s Global Head of Luxury Breakthrough Innovation, Jeremiah Ty: “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.”
In addition to improving the tasting experience, the platform is said to increase user engagement by offering suggestions that direct users’ future exploration of the larger spirits market. Four 200ml whisky-tasting samples from the collection are included in the set, along with a variety of sampling tools and collectible glasses.
The product, according to the company, celebrates customers’ desire for “neo-hedonism,” finding greater satisfaction in sensory indulgences and redefining the ordinary. It was inspired by trends from Diageo’s Distilled report. Diageo’s first consumer-facing experiment that combines immersive content with AI-powered discovery is the Special Releases 2024 Tasting Experience.
According to the company whose information reached BrandSpur news brand desk, the sampling kit will be offered on Malts.com starting in November 2024.
Continuing, The-Bar and Malts.com’s worldwide Head of Strategy and Marketing, Megan Sirockman, stated: “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,” Sirockman added.
Additional remarks were made by Hala Saad, Global Head of Media Content and Omnichannel Strategy for single malts, who revealed: “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.”
