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
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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.
Business Objectives
Disciplines
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