Whisky Focus - Diageo Partners With Asda For 'What's Your Whisky Experience

Diageo Partners With Asda For 'What's Your Whisky Experience

9th November 2020
Diageo partners with Asda to launch 'What’s Your Whisky' which uses artificial intelligence to help match a consumer to a whisky they will like.

Following a successful pilot in November 2019, Diageo is expanding its 'What’s your Whisky' experience with a broader range of award-winning products and has partnered with Asda to launch the world’s first ‘What’s Your Whisky’ integrated retailer activation. The experience offers consumers the opportunity to purchase the whiskies they’ve been matched with directly from Asda.com for themselves, or as a gift to others.

‘What’s Your Whisky’ uses artificial intelligence and machine learning to analyse people's flavour preferences and matches them with their perfect whisky. Over 80,000 people have completed the experience to date, and based on their preferences, Diageo has honed the cutting-edge AI technology to increase the accuracy of recommendations. A broader range of products has also been brought in to cater to a wider variety of individual flavour preferences.

For those hoping to gift whisky this Christmas, going into store, sampling and other routes to choosing the perfect whisky are more limited than usual due to Covid-19. Diageo is expanding ‘What’s Your Whisky’ just in time for the key gifting season, making it easier than ever to navigate the whisky category and find the perfect brand or variant virtually.

"This is a true collaboration between science, technology, user experience and commercial" said Will Harvey Global Innovation Manager at Diageo. "We have stayed true to the amazing work our R&D team has achieved over the years to create a personal and unique experience mapping each customer to our outstanding liquids. We are excited to be launching this exclusive experience online with Asda."

With the updated experience, Diageo has gone beyond just Single Malts to feature the total whisky category, including Blended Scotch and Bourbon to recruit people into the category and help them enjoy whisky in new and exciting ways.

Rob Spencer, Digital Account Manager, Diageo said "Following our collaboration on Asda’s flavour-led ‘Whisky Guide’, we are delighted to work with the team once again to launch an activation which drives inspiration and education for whisky shoppers and non-whisky shoppers alike."

Rhea Clarkson, Asda’s BWS Online Coordinator said: "We are thrilled to partner with Diageo on this exciting new piece of innovation and to share this brand experience with our customers. The technology will give Asda.com shoppers the chance to find the perfect whisky match for them whilst exploring the broad range of whiskies available at Asda."

To explore the next phase of Diageo’s AI whisky navigation experience, scan the below QR Code:


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