The firm confirmed that Johnnie Walker My Edition - initially operating as a pilot - will bring together "years of whisky making expertise" and the "latest in taste-profiling technology" to create a one-of-a-kind offering for Scotch whisky fans to enjoy themselves or give as a meaningful gift.
David Gates, head of Diageo futures - the company’s innovation arm - said: “We have created an engaging, accessible and easy-to-use tool that asks consumers a series of simple questions.
"Based on the answers given, Johnnie Walker My Edition uses machine learning and proprietary algorithms to match the taste profile to one of a range of six new and exclusive Johnnie Walker blends. It allows people to explore flavour in a fresh and engaging way not offered elsewhere.
“Johnnie Walker My Edition will also help people who are new to Scotch discover the wide range of flavours found in Johnnie Walker whiskies. Personalisation runs through Johnnie Walker My Edition from the website’s very first question on flavour preference through to the customised labelling and engraving options that result in a bespoke look for each individual bottle.”
Once the ideal Johnnie Walker whisky has been identified by answering a series of simple questions, the brand's iconic label can be personalised and a message engraved directly onto the glass bottle. The bespoke edition of Johnnie Walker will then be delivered directly to the recipient’s door.
There are six new whiskies in the Johnnie Walker My Edition range. Depending on user’s answers to the online questions, they will be directed towards the one that most suits their flavour preferences. The range includes: Light & Zesty; Rich & Complex; Fresh & Delicate; Rich & Smoky; Rich & Fruity; and Vibrant & Spicy.
Johnnie Walker My Edition was developed by Johnnie Walker in partnership with the Diageo Futures Team and technology partner Vivanda - specialists in real-time, personalised flavour discovery.
The new My Edition system can be accessed by visiting www.johnniewalkermyedition.com, with 40% abv bottles priced at £75.