Johnnie Walker My Edition matches whiskies to the user’s tastes
WHISKY brand Johnnie Walker is launching an online personalised scotch buying service.
Johnnie Walker My Edition offers “taste-profiling technology” which matches whiskies to the consumer’s flavour preferences.
Initially operating as a pilot, the whisky can be personalised and a message engraved onto the glass bottle. The bespoke edition of Johnnie Walker will then be delivered to the recipient’s door.
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. It allows people to explore flavour in a fresh and engaging way.”
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