Diageo has introduced three innovative platforms designed to enhance and personalise consumer experiences with real-time cocktail recipe recommendations tailored to individual tastes.
Building on the success of the ‘Journey of Flavour’ tour and the ‘What’s Your Whisky’ platform, which has engaged over one million consumers, these new offerings represent Diageo’s latest advancements using its ‘FlavorPrint’ technology powered by artificial intelligence (AI).
Vivanda, the company that created the FlavorPrint technology, was acquired by Diageo in 2022. This acquisition enables Diageo to expand the use of FlavorPrint into other categories and regions, supporting advanced analytics and digital marketing capabilities.
Since its launch in 2019, the ‘What’s Your Whisky’ platform has been rolled out in 21 markets and 16 languages and integrated into numerous physical stores and e-commerce platforms across Europe and North America.
Cocktail quiz
The first new platform, ‘What’s Your Cocktail’, provides users with personalised cocktail recommendations through a quick quiz. By answering simple questions, consumers can receive suggestions for the perfect cocktail in under 15 seconds, matching their flavour profiles and the occasion.
This initiative aims to make the complex world of cocktails more accessible and enjoyable for everyone. In addition to ‘What’s Your Cocktail’, Diageo is enhancing the experience of pairing cocktails with food.
Through ad optimisation and a multi-platform path to purchase, consumers of legal drinking age can receive personalised cocktail recommendations to complement their meals.
This ‘smart ads’ service will appear on popular food websites such as All Recipes, Simply Recipes, and BBC Good Food. Partnering with Relish, Diageo will facilitate a seamless transition for consumers from finding the perfect recipe to adding all the necessary ingredients to their shopping baskets.
The launch of these platforms is timely, as the popularity of cocktails is surging globally, with one in four consumers now choosing to drink cocktails. Guy Middleton, Global Breakthrough Innovation Director, expressed his excitement about the new platforms, particularly ‘What’s Your Cocktail’, describing it as an “entertaining and accessible way for consumers to navigate the diverse world of cocktails and find the ideal drink for any occasion”.
Online to App
These platforms will initially direct users to theBar.com, Diageo’s online shop. ‘What’s Your Cocktail’ will be available first in the UK, the Smart Ad Module in the UK and US, and the multi-path-to-purchase in the US, with plans for a global rollout in the coming years.
Since its launch on DotDash’s ‘Simply Recipes’ blog, the Smart Ad Module has already provided over 32 million users with personalised, flavour-based cocktail recommendations, with classic cocktails like Don Julio el Diablo and Bulleit Sweet Manhattan trending among consumers.
Jimmy Klein, Head of FlavorPrint Lab at Diageo, highlighted the importance of personalised experiences, noting that consumers seek more interactive and relevant engagements. The expansion of FlavorPrint technology into new areas is an exciting development that promises to engage more consumers and provide inspiration for a variety of occasions.
The technology uses AI to analyse and map consumers’ flavour preferences, creating a digital representation of their unique ‘FlavorPrint’. This technology supports broader consumer engagement through personalised recommendations, making it easier for consumers to explore new products that match their tastes.
At the start of the Journey of Flavour tour, visitors take the ‘What’s Your Whisky’ quiz to determine their personal flavour preferences, with drinks tailored to their palates. With more than 800 flavour combinations available, a consumer could visit every day for more than 2 years without having the same experience twice!
The technology has allowed Diageo to expand into other categories and geographies. Recent updates include the launch of ‘What’s Your Beer’ at Guinness Open Gate Brewery in Chicago, as well as new and culturally relevant variants of ‘What’s Your Whisky’ in China and India.
