Diageo acquires flavor matching tech company Vivanda

By Rachel Arthur

- Last updated on GMT

Pic: getty/mariekepeche
Pic: getty/mariekepeche

Related tags Diageo Flavor Flavour Flavors Flavours

Diageo has acquired Vivanda, the owner of the technology behind Diageo’s digital ‘What’s Your Whisky’ online platform as well as the ‘Journey of Flavour’ experience at Johnnie Walker Princes Street in Edinburgh.

Diageo will use the acquisition to expand the FlavorPrint technology to other categories.

It will also support the continued development of our advanced analytics and digital marketing capabilities, ‘providing a deeper understanding of consumer taste preferences and helping to unlock further opportunities in innovation and personalized consumer experiences,’ according to the spirits and beer giant.

Cristina Diezhandino, Chief Marketing Officer at Diageo, said: “We know consumers are looking for more personalised, 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 socialise in person and virtually.”

What is FlavorPrint?

Powered by artificial intelligence, FlavorPrint technology, through a series of simple questions, analyses and maps consumers’ flavor preferences against a large proprietary sensory database of foods and aromas, to generate a digital representation of their unique ‘Flavor Print’.  

It then recommends brands and variants whose flavor profiles consumers are most likely to enjoy.

“The technology breaks down traditional barriers to category exploration, supporting broader consumer engagement through more personalised recommendations and helping to ensure our brands stand out at every point along consumers’ paths to purchase,”​ says Diageo.

The tech is primarily used in Diageo's ‘What’s Your Whisky’ online platform, which was launched in 2019 and has since been rolled out across 21 markets and is available in 16 languages. It has also been integrated into the physical stores and e-commerce platforms of a number of our key customers in Europe and North America, as well as across our direct-to-consumer channels such as malts.com to enable purchase recommendations.

Meanwhile, the technology underpins the immersive Journey of Flavour experience at Johnnie Walker Princes Street in Edinburgh, tailoring the drinks that visitors enjoy during their 90-minute tour to their palates (There are more than 800 flavor combinations available, meaning a consumer could visit every day for more than two years and not have the same experience twice).

Vivanda’s team will join Diageo and its founders, CEO, Oli Fuchs, and CTO, Matt Corish, will provide ongoing consultancy services to continue building on the success of the FlavorPrint technology.


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