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Martech Acquisition Experiential Marketing

Diageo purchases Vivanda for flavor-matching personalization


By John Glenday, Reporter

June 30, 2022 | 2 min read

Diageo has acquired a taste for customized brand experiences with the purchase of Vivanda, the flavor-matching specialist behind personalized experiences at Johnnie Walker Princes Street.


Diageo brings flavor-matching tech in-house

Vivanda owns the AI-powered FlavorPrint technology behind the What’s Your Whisky digital tool operated by the beverages giant, as well as the Journey of Flavor experience available at its recently opened Edinburgh whisky attraction.

Bringing this in-house will enable Diageo to broaden its use of the technology and further develop its analytics and digital marketing proficiency for the betterment of the consumer experience.

Cristina Diezhandino, chief marketing officer at Diageo, commented: “We know consumers are looking for more personalized, interactive experiences and that they are increasingly engaging with our brands digitally as well as in person. We’re delighted to welcome Vivanda to Diageo and we are looking forward to working together to connect with consumers in more innovative ways that help shape the future of how we socialize in person and virtually.”

Built around a simple questionnaire, the system pairs consumers to their favorite flavors by matching preferences to a sensory database of foods and aromas.

Diageo’s taste foray follows its relaunch of Johnnie Walker in Africa.

Martech Acquisition Experiential Marketing

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