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21 DEC 2017

21 DEC 2017 Press release

Press release

Diageo Launches ‘The Bar’ for the Amazon Echo Show to inspire consumers to create cocktails at home

Diageo has launched a new skill for the Amazon Echo Show in the UK to help consumers create great cocktails at home this Christmas.

Called ‘The Bar’, the new skill is inspired by Diageo’s award-winning website, which has been helping millions of consumers to make amazing cocktails at home since 2013. Tapping into the latest voice technology and the functionality of the Amazon Echo Show, ‘The Bar’ means people are just a few words away from making a great cocktail.  

Consumers start by asking Alexa to open ‘The Bar’ and are then presented with three different options. Make a specific cocktail – where a user can tell Alexa what they want to make and Alexa provides a recipe and guides the user through preparing the cocktail. Help me choose – where Alexa suggests easy to make cocktails based on the consumer’s preferences e.g. sweet or sour, long or short.  Learn techniques – where Alexa helps consumers master mixology techniques with practical advice such as how to muddle your mojito to perfection. 

‘The Bar’ skill also allows consumers to send a shopping list of ingredients or a cocktail making kit to the Alexa mobile app on their phone or directs them to purchase on Amazon. The skill is age gated.

Diageo is launching the new skill during the festive season, when many consumers are looking to try new food and drink experiences and hosts are looking for more inventive and unique touches to surprise and delight their guests.

The launch will be supported by a marketing campaign, going live this weekend with Amazon Media Group across Amazon’s multiple platforms including Fire TV and Kindle

Periklies Antoniou, New Technology & Media Innovation Manager at Diageo said:

“Making amazing cocktails at home doesn’t need to be intimidating or complicated – and we’re excited to be using new technology to inspire consumers to shake things up this Christmas.

“Technology is changing the way we socialise in and outside of the home, and with the new ‘The Bar’ skill, we’re tapping into the growing number of adults using voice-enabled devices to take them on a journey towards mastering mixology.”

The Alexa skill has been developed in collaboration with Amazon and the digital product unit of global digital creative agency Isobar. 

Daniël Sytsma, Creative Director at Isobar, Amsterdam said:

“When developing this new service we wanted to make the cocktail making process as seamless as possible. This starts with offering the inspiration and recipes to make great tasting and looking cocktails but also the delivery of tools and ingredients through a direct commerce relationship. Simply tell Alexa what you’re missing and everything can be delivered to your home.”



Isabella Thomson

+44 (0) 20 8978 2749

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan's and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at Visit Diageo’s global responsible drinking resource,, for information, initiatives, and ways to share best practice.

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