The Challenge

The Single Malt Whisky Category is complex, so how do you make it more accessible to new audiences? 

We have created a flavour based experience that will successfully navigate you through the whisky category.

The Approach

An AI powered web-app which analyses a users flavour preferences through a visually engaging quiz. 

Users are matched to a selection of Single Malt Whiskies that compliments their flavour profile, as well serve suggestions, product info and where to buy. 

Data creation across flavour preferences presents the opportunity to retarget and drive innovation based on real user input.

The Results

*from the trial mid 2020

163k users visited the experience in the 12 week pilot

59% of users were matched to a whisky

15% of users went on to buy at participating retailers

Rich data created around flavour preferences by market


MullenLowe Profero: Diageo, What's Your Whisky?

Creating an AI-powered tool that revolutionises the way drinkers trial the Diageo Whisky range. ‘What’s Your Whisky helps customers understand the world of whisky jargon and complex flavours by matching the perfect whisky to their personal flavour profile.