If you find yourself in Edinburgh during the month of August, as a good whisky aficionado you won’t fail to visit Johnnie Walker in Princes Street, and perhaps take the opportunity to ‘play’ with the well-known blended.
From 1 to 31 August, it will be possible to buy a bottle of Johnnie Walker Blue Label and participate (for a fee) in the Johnnie Walker x Scott Naismith Experience: participants will be asked three questions to guide the generative AI in creating a personalised label for their bottle, in the style of Scottish artist Scott Naismith. The experience can be combined, free of charge, with a guided tasting of the well-known blended as well as a taste of the Johnnie Walker Blue Label ‘Elusive Umami’ at the Explorers’ Bothy bar on the rooftop of the building.
The first experience of its kind in the world of whisky, it’s part of Diageo’s Project Halo through the Breakthrough Innovation team, aimed at increasing the possibilities of bottle customisation through generative AI so as to get closer to customers’ personal taste, already involving several partners including Phantom, Amazon AWS, Hybrid Software, GMG and Roland DG.
Will Harvey, Senior Global Innovation Manager at Diageo, added: “This is the first pilot in a wider platform that the Breakthrough Innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists. Demand for personalisation shows no signs of slowing down, so we’re delighted to offer the chance to create one-of-a-kind AI-enabled designs with Scott. With Johnnie Walker Princes Street’s previous experience of using AI to enhance customer experiences, it’s the perfect place for us to launch this innovative offer to the world.”