We are delighted to have acquired Vivanda, owner of the technology behind our digital ‘What’s Your Whisky’ platform and the ‘Journey of Flavour’ experience at Johnnie Walker Princes Street.
This acquisition will enable us to expand FlavorPrint technology to other categories. And it will support the continued development of our analytics and digital marketing capabilities, providing a deeper understanding of consumer taste preferences and helping to unlock opportunities in innovation and personalised consumer experiences.
Powered by artificial intelligence, FlavorPrint technology, through a series of simple questions, analyses and maps consumers’ flavour preferences against a large sensory database of foods and aromas, to create a digital representation of consumers’ taste preferences – their unique ‘Flavor Print’. It then recommends brands and variants whose flavours consumers are most likely to enjoy. The technology breaks down traditional barriers to category exploration, supporting broader consumer engagement through more personalised recommendations, and helping to ensure our brands stand out at every point along consumers’ paths to purchase.
Launched in 2019, ‘What’s Your Whisky’ has been rolled out across 21 markets and is available in 16 languages. It has been integrated into the physical stores and e-commerce platforms of a number of our key customers in Europe and North America, as well as across our direct-to-consumer channels such as malts.com to enable purchase recommendations.
The technology is also used for the immersive Journey of Flavour experience at Johnnie Walker Princes Street in Edinburgh, tailoring the drinks that visitors enjoy during their 90-minute tour to their palates. There are more than 800 flavour combinations available in our innovative dispense systems, meaning a consumer could visit every day for more than two years and not have the same experience twice.
