Diageo has launched “What’s Your Cocktail”, a digital platform that recommends recipes through flavour printing technology.
Diageo is using AI-powered technology to help consumers discover new products that suit their tastes.
The “What’s Your Cocktail” platform offers consumers a quick interactive test – said to take less than 15 seconds – and recommends the perfect cocktail for their flavour profile and occasion.
Users can also receive food pairing cocktail recommendations through ad optimization and path-to-purchase services.
A “smart ad” module helps consumers find cocktails to go with their food recipes on websites such as Allrecipes, Simply Recipes and BBC Good Food, while a path-to-purchase service allows consumers to “seamlessly move” from finding the perfect recipe to adding all the ingredients to their basket.
Insights gained from the service revealed that consumers are looking for savory and sweet flavors, with cocktails like Don Julio El Diablo and Bulleit Sweet Manhattan becoming popular.
“From the Paloma to the Virgin Mojito, the cocktail world is a vast and sometimes complicated place to navigate,” said Guy Middleton, Diageo’s global breakthrough innovation director.
“I’m incredibly excited about these new platforms, especially ‘What’s Your Cocktail,’ which is a fun, accessible way for consumers to gain a deeper understanding of this fantastic category and find the perfect cocktail for any occasion.”
What’s Your Cocktail is free to use and directs consumers to Diageo’s online shop, thebar.com. It is available in the UK, with the smart advertising module in the UK and US, and multiple paths to purchase in the US. There are plans to roll out the platform globally over the coming years.
Diageo is already using Flavourprint technology for its Johnnie Walker Princes Street ‘Journey of Flavour Tour’ experience, as well as its ‘What’s Your Whisky’ platform.
The latter is said to have one million users.
Diageo acquired Vivanda, the company developing the flavor printing technology, in June 2022 in order to expand its flavor printing business into categories other than whiskey.
The technology interacts with consumers through a series of simple questions to discover their preferences, the answers of which create a digital representation of their taste buds.
Jimmy Klein, head of Diageo’s flavour print lab, said: “We know that consumers are looking for more personalised, interactive and relevant experiences, so this expansion of flavour print is a really exciting way for us to engage with more consumers on new occasions.”
“We’re incredibly proud of the work we’ve done so far and look forward to reaching millions more people with cocktail inspiration.”
the first Distillation: Diageo Forecast ReportDiageo noted that AI is a rapidly growing trend in the drinks industry.
