Diageo turns to AI to help people discover whisky

Launched today, the ‘What’s Your Whisky’ tool uses Artificial Intelligence and Machine Learning to analyse a consumer’s flavour preferences, and then match them with a Single Malt whisky. The tool can be accessed from any smartphone or device connected to the internet.

Bananas? Chillies?

The tool asks consumers 11 questions about their flavour preferences, ranging from “how often do you eat bananas?” and “how do you feel about chillies?”. Users rate how much they like or dislike the flavour on a sliding scale.

Then, using new Artificial Intelligence and Machine Learning technologies, ‘What’s Your Whisky’ analyses the user’s preferences for a variety of sweet, fruity, spicy and smoky flavours found in Single Malt whiskies to create their personal “Flavour Print” and recommend a Single Malt whose flavour profile most closely matches the user’s.

Diageo – whose brands include Johnnie Walker, Bell’s, Haig Club, Talisker and Buchanan’s – says the new online took combines its whisky expertise and new AI technology.

Andy Parton, Senior Regional Manager for Diageo said: “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.” ​

The app​ is currently available in nine European countries: Great Britain, Germany, Austria, Switzerland, Spain, Greece, Belgium, Denmark and the Netherlands; in six languages.