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Diageo buys an artificial intelligence company that suggests alcohol choices to consumers

Courtesy of Bridgesward/Pixabay

Diageo, perhaps the world’s second-largest supplier of hard liquor, announced on June 30 the acquisition of Vivanda, owner of the FlavorPrint artificial intelligence technology behind several Diageo projects aimed at bringing consumers the right product. alcoholic belonging to Diageo.

The price was not disclosed. Diageo has been using Vivanda’s system since 2019 in the former “What’s Your Whisky” platform and more recently in the Journey of Flavor experience at a Johnnie Walker sampling location.

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“This acquisition will allow Diageo to extend the FlavorPrint technology to other categories. And it will support the continued development of our advanced analytics and digital marketing capabilities, providing a deeper understanding of consumer taste preferences and helping to unlock new opportunities for innovation and personalized customer experiences,” says the company’s press release.

Through a series of questions, FlavorPrint analyzes and maps consumers’ taste preferences against an extensive, proprietary sensory database of foods and flavors to generate a digital representation of their unique ‘taste fingerprint’. It then recommends Diageo brands and variants whose flavor profiles consumers are most likely to enjoy.

Launched in 2019, “What’s Your Whisky” has been rolled out to 21 markets and is available in 16 languages. It has been integrated into the physical stores and e-commerce platforms of a number of key Diageo customers in Europe and North America, as well as direct-to-consumer channels such as to enable purchase recommendations.

The Journey of Flavor experience at Johnnie Walker Princes Street in Edinburgh adapts the drinks visitors taste during their 90-minute visit to their palaces. There are over 800 flavor combinations available in one dispensing system.