Johnnie Walker launch My Edition
Johnnie Walker has launched My Edition, a cutting-edge, online whisky personalisation experience that enables people to purchase new and exclusive Johnnie Walker whiskies, matched to an individual’s flavour preferences.
Feature 15 MAY 2018
Johnnie Walker My Edition brings 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.
The pilot project, which is currently running in GB and Spain, has been developed by the Johnnie Walker team and the Diageo Futures Team, alongside technology partner Vivanda - specialists in real-time, personalised flavour discovery.
David Gates, Head of Diageo Futures: “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.”
Upon reaching the platform individuals will be asked a series of simple questions to identify the ideal Johnnie Walker whisky for their taste preferences. Individuals will also be able to personalise the iconic label and have a message engraved 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.
Although currently in pilot stage, as the project evolves the brand may look to refine its offering, open it up to additional markets, and develop more new whiskies.