Diageo What’s Your Whisky Selector

Stephan Bischof

Diageo: What’s Your Whisky Selector

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‘The first step in discovering your perfect single malt is to understand your flavour preference. “What’s Your Whisky’ is an AI-powered flavour profiler to unlock this understanding.’

Stephan Bischof, Creative Director, UNIT9

The background

Whisky is the biggest and most popular spirits category in the world, with an enormous range of brands and variants within it which cater to a wide variety of consumer tastes. What’s Your Whisky is an AI-powered digital experience which helps whisky fans across the world discover their perfect Single Malt, by mapping the users personalised Flavourprint and matching them to the whisky which best suits their individual flavour preferences.

Diageo What’s Your Whisky Selector
Diageo What’s Your Whisky Selector
Diageo What’s Your Whisky Selector
Diageo What’s Your Whisky Selector

The execution

We built an engaging interactive questionnaire that recommended award-winning single malts using artificial intelligence.

Using a huge amount of shopper and consumer insight from across the world of whisky, we built a engaging and impactful digital experience which uses visual queues and non-traditional whisky language to gain a deep understanding of the users personal flavour profile. By answering just eleven simple flavour based questions such as “How often do you eat bananas” and “How do you feel about chillis” the AI is able to map each users’ preferences in a 33 dimensional space across over 500 flavour datapoints, which allows us to give users a really accurate set of recommendations.

Diageo What’s Your Whisky Selector

“What’s Your Whisky” was much more elevated than a regular internet quiz; it was a beautifully art-directed experience. Thanks to stunning accompanying video visuals that changed to match people’s preferences as they went through the process, it was a truly engaging cinematic experience.

Diageo What’s Your Whisky Selector

The results

“What’s Your Whisky” helped people better understand their flavor preferences. The engaging, creative experience echoed the flowing nature of whisky and opened people’s eyes to tastes they may not have known about, but will enjoy drinking.

“What’s Your Whisky” has been live in nine European markets for just over two months, and is on track to significantly overdeliver vs. all key KPIs. The experience has been very well received across the trade, and will be seen in the coming weeks and months on menu in some of the worlds best bars & restaurants and on fixture in some of Europe’s most successful retailers.

Diageo What’s Your Whisky Selector
Diageo What’s Your Whisky Selector
Diageo What’s Your Whisky Selector
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