Monday, May 14, 2018


Diageo, has today announced the launch of a new online whisky personalisation experience, which enables consumers to purchase new and exclusive Johnnie Walker whiskies, matched to their individual flavour preferences.

Johnnie Walker - My Edition, is said to bring together years of whisky making expertise and the latest in taste-profiling technology, to create a one-of-a-kind offering for Scotch whisky fans to enjoy for themselves or to give as a gift.
Johnnie Walker launches new personalised whisky experience

There are six new whiskies in the Johnnie Walker My Edition range. Depending on user’s answers to the online questions, they will be directed towards the one that most suits their flavour preferences. The range includes: Light & Zesty; Rich & Complex; Fresh & Delicate; Rich & Smoky; Rich & Fruity; and Vibrant & Spicy. All of which are bottled at 40% ABV.

Once the ideal Johnnie Walker whisky has been identified, the iconic label can be personalised and a message engraved directly onto the glass bottle. The bespoke edition of Johnnie Walker will then be delivered directly to the recipient’s door.

Commenting on the news, David Gates, Head of Diageo Futures, said: “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.”

He went onto say: “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.”

Johnnie Walker - My Edition, can be accessed by visiting: Each bottle is priced at £75.00.

Posted by Steve Rush