Diageo acquires flavor-matching tech company to support broader consumer engagement, drink exploration

US – Diageo, one of the world’s largest producers of spirits and beers, has acquired Vivanda, owner of the technology behind the group’s digital ‘What’s Your Whisky’ platform, for an undisclosed amount.

The technology, known as FlavorPrint, uses Artificial Intelligence (AI) to analyze and map consumers’ flavor preferences against a proprietary sensory database of foods and aromas to generate a digital representation of their unique ‘FlavorPrint’.

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After collection, the technology is then able to recommend brands against the consumer’s preferences, helping to streamline drink exploration and offer a clear path to purchase.

Diageo said it plans to integrate FlavorPrint into its other categories, such as gin, rum, and wine which will allow it to point consumers firmly in the direction of its offerings while also collecting data on consumer preferences.

The data will provide Diageo with a deeper understanding of consumer taste preferences and also easily gauge which brands are the most valuable with certain age groups, helping to unlock further opportunities for innovation and personalized consumer experiences, the company added.

The flavor matching service platform offers more than 800 flavor combinations, meaning a consumer could visit every day for more than two years and not have the same experience twice, the spirits giant noted.

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Cristina Diezhandino, chief marketing officer at Diageo, said, “We know consumers are looking for more personalized, 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 socialize in person and virtually.”

Launched in 2019, the group’s ‘What’s Your Whisky’ platform has been rolled out across 21 markets and is available in 16 languages.

It has been integrated into the physical stores and e-commerce platforms of a number of Diageo’s customers in Europe and North America, as well as across its direct-to-consumer channels, such as malts.com to enable purchase recommendations.

In addition, FlavorPoint is used in the Journey of Flavor experience at Johnnie Walker Princes Street in Edinburgh.

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The technology breaks down traditional barriers to category exploration, supporting broader consumer engagement through more personalized recommendations and helping to ensure consumers become aware of Diageo’s brands at every point along the purchase path, the alcohol giant pointed out.

Diageo is relying on the technology to leverage its efforts of getting the millennials hooked on a brand they enjoy considering that the group seems willing to spend more money on premium spirits.

The second-largest distiller in the world is also certain that such diversity can make whiskey’s barrier to entry seem insurmountable, especially for young consumers.

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