Johnnie Walker launches personalised whisky range

Diageo has unveiled a new concept for its Johnnie Walker that allows consumers to personalise their whisky with a bespoke label, choosing their bespoke blend from six new malts as part of its My Edition range.

Johnnie Walker My Edition

Described as “a cutting-edge, online whisky personalisation experience that enables people to purchase new and exclusive Johnnie Walker whiskies, matched to an individual’s flavour preferences,” the concept was created by Diageo Futures – the producer’s innovation arm.

Consumers select their perfect blend by answering a series of questions, that will direct them to one of six flavour profiles: Light & Zesty; Rich & Complex; Fresh & Delicate; Rich & Smoky; Rich & Fruity; and Vibrant & Spicy.

The bottle is then personalised and engraved directly onto the glass bottle, before being delivered directly to the recipient’s door.

David Gates, head of Diageo Futures, said: “We have created an engaging, accessible and easy-to-use tool that asks consumers a series of simple questions.

“Based on the answers given, Johnnie Walker My Edition uses machine learning and proprietary algorithms to match the taste profile to one of a range of six new and exclusive Johnnie Walker blends. It allows people to explore flavour in a fresh and engaging way not offered elsewhere.

“Johnnie Walker My Edition will also help people who are new to Scotch discover the wide range of flavours found in Johnnie Walker whiskies. Personalisation runs through Johnnie Walker My Edition from the website’s very first question on flavour preference through to the customised labelling and engraving options that result in a bespoke look for each individual bottle.”

Johnnie Walker My Edition is available on www.johnniewalkermyedition.com.

Bottles are priced at £75 (US$101).