Diageo has acquired artificial-intelligence technology provider Vivanda with a view to extending the ‘FlavourPrint’ platform across its portfolio.
The transaction, for an undisclosed fee, builds on the brand owner’s existing partnership with Vivanda in Scotch whisky. The eight-year-old company started working with Diageo in 2019 on the ‘What’s Your Whisky’ consumer-facing platform. Powered by FlavorPrint, the concept comprises a series of questions – backed by analytics – designed to “generate a digital representation of consumers’ taste palates”.
Today, ‘What’s Your Whisky’ is present in 21 of Diageo’s markets in some off-premise outlets as well as on direct-to-consumer e-commerce sites.
Founders Oli Fuchs and Matt Corish will join Diageo as part of the arrangement.
Going forward, Diageo plans to focus on “personalised consumer experiences” with its new purchase, while ‘FlavorPrint’ will be considered for “other categories”.
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