UK – The Johnnie Walker and Buchanan’s brands owner, Diageo has launched a new tool ‘What’s Your Whisky’ which uses artificial intelligence and machine learning to help consumers find their perfect whisky, based on their preferences for certain flavours.

Using new artificial intelligence and machine learning technologies, ‘What’s Your Whisky’ analyses people’s preferences for a variety of sweet, fruity, spicy and smoky flavours found in Single Malt Whiskies.

On launching the experience, the tool interacts with the user through a set of questions such as “how often do you eat bananas?” and “how do you feel about chillies?” to understand their individual flavour preferences.

The information generated is then used to create their personal “Flavour Print” and recommend a Single Malt whose flavour profile most closely matches the individual’s taste. 

Diageo said that the ‘What’s Your Whisky’ is an innovative digital experience which can be accessed via any mobile or internet-connected device.

The whisky selector experience is launching in nine European countries (GB, Germany, Austria, Switzerland, Spain, Greece, Belgium, Denmark and the Netherlands) and will be available in 6 languages.

 “We are using our extensive consumer knowledge, whisky expertise gathered over hundreds of years and cutting-edge AI to help consumers discover, explore and enjoy Scotch in new and exciting ways.” Dr Adeline Koay Principal Scientist, Research and Development said.

Andy Parton Senior Regional Manager added; “The ‘What’s Your Whisky’ mobile experience allows consumers to explore a wide range of our Single Malts in a personalised and completely new way.

“We’re excited to roll this out at scale and help many thousands of people find their perfect Whisky based on the innovative FlavorPrint AI technology.”

Scotch is Diageo’s largest category, representing 25% of our total net sales for the fiscal year ending 30 June 2019 and more than £3.2 billion (US$4.13bn) in net sales.

Diageo’s range of whisky’s include Johnnie Walker, Buchanan’s, J&B Grand Old Parr, Talisker, Lagavulin, Haig Club ad the most recently launched The Singleton.

Since 2012 the company has invested around £1 billion (US$1.3bn) in expanding and enhancing its Scotch distilleries and facilities.

Diageo is also investing in scotch tourism and have committed £150 million (US$193.79m) to upgrade 15 distillery visitor centres across Scotland and create a major new visitor experience in Edinburgh.