# Flavorfully Personalized Whiskies Johnnie Walker My Edition Matches an Individual's Taste Profile By Laura McQuarrie | Published 2018-05-15 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/personalized-whiskies References: [diageo](https://www.diageo.com/en/news-and-media/features/johnnie-walker-launch-my-edition/) & [johnniewalkermyedition](http://www.johnniewalkermyedition.com) 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](https://www.trendhunter.com/trends/johnnie-walker-x-scott-naismith)—Diageo's innovation arm—and Vivanda are now offering an online [personalized whisky experience](https://www.trendhunter.com/trends/personalized-bourbon). 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](https://www.trendhunter.com/trends/diageo-flavorprintconnect) 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. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 43% | Activity: 50% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Luxurious Scotch Whisky Platforms](https://www.trendhunter.com/trends/johnnie-walker-vault.md) - [Exclusive Umami-Flavored Whiskeys](https://www.trendhunter.com/trends/johnnie-walker-3.md) - [Personalized GenAI Packaging](https://www.trendhunter.com/trends/johnnie-walker-x-scott-naismith.md) - [AI-Enhanced Tasting Kits](https://www.trendhunter.com/trends/diageo-flavorprintconnect.md) - [NFT-Paired Whiskies](https://www.trendhunter.com/trends/johnnie-walker-masters-of-flavour.md) - [AI-Forward Personalized Whiskeys](https://www.trendhunter.com/trends/black-barrel-whiskey.md) - [Personalized Spirit Services](https://www.trendhunter.com/trends/oak-eden-whiskey-customizer.md) - [Après-Ski Whiskys](https://www.trendhunter.com/trends/johnnie-walker-blue-label-ice-chalet.md) - [Fashion Designer-Approved Luxury Spirits](https://www.trendhunter.com/trends/olivier-rousteing.md)