The idea for Johnnie Walker My Edition was first introduced as part of a crowdfunding campaign, giving consumers the chance to get personalized whiskies in one-of-a-kind bottles based on their unique taste preferences.
Together, Diageo Future—Diageo's innovation arm—and Vivanda are now offering an online personalized whisky experience. The Johnnie Walker My Edition range includes six whiskies: Light & Zesty, Rich & Complex, Fresh & Delicate, Rich & Smoky, Rich & Fruity and Vibrant & Spicy, which are matched to consumers based on a series of questions to determine their flavor preferences. With machine learning and proprietary algorithms, Johnnie Walker My Edition makes it easy for people who are new to the world of Scotch to discover something that they may like.
To complete the customization experience, the online Johnnie Walker My Edition experience also offers labels that can be engraved with messages.
Why This Trend Is Growing
- Personalized Whiskies
- Utilizing machine learning and algorithms, personalized whiskies are created based on consumers' unique taste preferences.
- Online Personalization
- The online Johnnie Walker My Edition experience allows consumers to customize their whiskies and even engrave labels with messages.
- Flavor Profiling
- Through a series of questions, consumers' flavor preferences are analyzed to match them with the most suitable whiskies.
Industries Being Reshaped
- Beverage
- The beverage industry can explore the disruptive innovation opportunity of personalized whiskies to enhance customer experiences and drive sales.
- E-commerce
- E-commerce platforms can leverage the trend of online personalization to offer customized products and create unique shopping experiences.
- Artisanal Gifts
- The artisanal gifts industry can tap into the trend of engraved labels to provide personalized and meaningful whisky gift options.
