Diageo's 'What's your Whisky' experience expands with new Asda partnership

Diageo is expanding its 'What's your Whisky' experience with a broader range of products and the launch of the scheme's first integrated retailer activation with Asda.

The experience uses machine learning to analyse people's flavour preferences and matches them with a well-suited whisky. More than 80,000 people have completed the experience to date, and Diageo has used their input to hone the technology to increase the accuracy of recommendations. A broader range of products has also been brought in - in time for the busy festivce season - to cater to a wider variety of preferences.

Will Harvey, global innovation manager at Diageo, said: "We have stayed true to the amazing work our R&D team has achieved over the years to create a personal and unique experience mapping each customer to our outstanding liquids. We are excited to be launching this exclusive experience online with Asda."

Diageo has also updated the 'What's your Whisky' experience to broaden the range of products available, to cater to a wider range of preferences. As well as single malts, it now includes blended Scotch whiskies and Bourbons.

Rob Spencer, digital account manager at Diageo, said: "Following our collaboration on Asda's flavour-led 'Whisky Guide', we are delighted to work with the team once again to launch an activation which drives inspiration and education for whisky shoppers and non-whisky shoppers alike."

Rhea Clarkson, Asda's BWS online coordinator, said: "We are thrilled to partner with Diageo on this exciting new piece of innovation and to share this brand experience with our customers. The technology will give Asda.com shoppers the chance to find the perfect whisky match for them whilst exploring the broad range of whiskies available in Asda."

10 November 2020 - Bethany Whymark