The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Marketing Creative News

Johnnie Walker rolls out build-your-own whisky tool


By Minda Smiley | Reporter

May 15, 2018 | 3 min read

Johnnie Walker has created an online tool that helps whisky novices and connoisseurs alike find a bottle that matches their individual flavour preferences.


Johnnie Walker's 'My Edition' experience lets users craft a whiskey that will suit their tastes

Called ‘My Edition,’ the online experience – which is still in its pilot phase – matches individuals with one of six new whiskies depending on their taste profile.

Those who use the tool are asked a series of questions, like, “When you're ordering in a restaurant, what do you choose?” and “What kind of scents do you like to wear?” Users are then prompted to choose five flavours that appeal to them, as well as rank their intensity preferences for things like coffee, spice and salt.

Once users plug their answers in, the generator uses "taste-profiling technology" to pair them with one of six whisky varieties: Light & Zesty, Rich & Complex, Fresh & Delicate, Rich & Smoky, Rich & Fruity and Vibrant & Spicy.

After users have been paired with a whiskey, they then have the option to personalize their bottle via labelling and engravings. The customized bottles can be purchased online for £75.

According to Johnnie Walker's parent company Diageo, the brand partnered with Vivanda, a firm that uses propriety algorithms and machine learning to "match the taste and texture preferences of an individual with any recipe, beverage or food product," to bring 'My Edition' to life. Diageo's Futures Team also worked on the project, which is currently running in Great Britain and Spain.

Diageo said it may bring this tool to additional markets or develop more new whiskies down the line.

“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," said David Gates, head of Diageo Futures, in a statement.

“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.”

Marketing Creative News

Content created with:

Johnnie Walker

Johnnie Walker is a brand of Scotch whisky now owned by Diageo that originated in the Scottish town of Kilmarnock, East Ayrshire. The brand was first established by grocer John Walker. 

Find out more

More from Marketing

View all


Industry insights

View all
Add your own content +