UK – Beverage giant Diageo has launched three innovative platforms offering real-time cocktail recipe recommendations tailored to individual taste preferences.
This move follows the successful ‘Journey of Flavour Tour’ at Johnnie Walker Princes Street and the widely acclaimed ‘What’s Your Whisky’ platform, which has engaged over a million consumers.
These new platforms leverage Diageo’s AI-powered technology, ‘FlavorPrint,’ which helps users discover new products aligned with their personal flavor profiles.
The first of the trio is “What’s Your Cocktail,” an interactive quiz that provides personalized cocktail recommendations in under 15 seconds.
By answering a few simple questions, users receive cocktail suggestions that match their unique flavor profiles and suit any occasion.
This platform aims to make it easier for consumers to navigate the broad and often complex world of cocktails, offering a fun and accessible way to find the perfect drink.
The second platform focuses on pairing cocktails with food. This service enhances the culinary experience by offering cocktail pairings optimized through targeted advertising on popular food websites like “All Recipes,” “Simply Recipes,” and “BBC Good Food.”
Diageo has partnered with Relish to enable a seamless transition from finding the perfect recipe to purchasing all the necessary ingredients via a convenient “path to purchase” service.
The third platform, the ‘Smart Ad Module,’ has already been launched on DotDash’s US-based food blog ‘Simply Recipes.’
This platform uses smart ads to suggest suitable cocktail pairings while consumers browse food websites, further enhancing their online experience.
Guy Middleton, Diageo’s Global Breakthrough Innovation Director, stated: “From palomas to virgin mojitos and everything in between, the world of cocktails is very broad and can be complex to navigate.
I’m very excited by these new platforms, particularly ‘What’s Your Cocktail,’ which is an entertaining and accessible way for consumers to make better sense of this wonderful category and find the perfect cocktail for any occasion.”
Initially, ‘What’s Your Cocktail’ and the Smart Ad Module will be available in the UK and US, while the Multi Path to Purchase will be launched in the US. Each platform is accessible for free and directs users to Diageo’s online shop.
Diageo plans to expand these services globally in the coming years.
The introduction of these platforms comes amid a global surge in cocktail popularity, with one in four consumers now choosing cocktails.
Diageo’s acquisition of Vivanda, the creator of the FlavorPrint technology, in June 2022 has been instrumental in expanding the technology across various categories and regions.
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