- The
Johnnie Walker
x
Scott Naismith
collaboration will offer guests the chance to co-create a personalised, one-of-a-kind
Johnnie Walker Blue Label
bottle with the Scottish Artist
- The experience is powered by 'Project Halo', a Diageo Breakthrough Innovation for brands and consumers to co-create unique products
23 JULY 2024
,
EDINBURGH
:
Johnnie Walker Princes Street
, the World's Leading Spirit Tourism Experience*, is inviting guests to discover
Johnnie Walker
x
Scott Naismith
, a Generative AI-powered experience that allows guests to co-design a personalised bottle of
Johnnie Walker Blue Label
. Only available at the
Edinburgh
venue, the experience is set to run from
August 1-31 2024
, and is believed to be the first ever to combine world-class Scotch whisky, art, and AI.
The experience will prompt visitors to answer three simple questions that will influence key themes in Scottish artist
Scott Naismith's
work, ultimately impacting their bottle design. The simple prompts will generate various colours, locations, artistic styles, and times of day, resulting in a unique bottle that will be printed in a matter of minutes.
The experience is powered by 'Project Halo', a Diageo Breakthrough Innovation that allows brands and consumers to co-create personalised label designs/product artwork. The technology, powered by Generative AI, empowers consumers to co-create designs on
Diageo
products in a way that is bespoke to them and relevant to the worlds they are passionate about.
The launch comes as consumers increasingly search for unique experiences and products that signal belonging, status, and personality, whether it's for themselves or others. Consumers are going beyond the most up-to-date cultural movements, seeking things that feel entirely original, with personalisation now a necessity.
Diageo's
Breakthrough Innovation team is committed to actively looking for partners to collaborate with to test and leaBreakthrough ideas. 'Project Halo' continues this commitment, with
Diageo
partnering with industry-leading experts including Phantom, Amazon AWS,
Hybrid Software
, GMG and
Roland DG
. For example,
Diageo
has leveraged the latest developments in Generative AI through Amazon's Titan bedrock model, which ensures the ethical protection of artist work whilst allowing consumers to co-create.
The
Johnnie Walker
x
Scott Naismith
experience will be available for a limited time, and guests will be able to access it with every purchase of
Johnnie Walker Blue Label
in the venue's retail store throughout August. The bottle design element can be complemented at no extra charge by a bookable expert-led tasting of
Johnnie Walker Blue Label
, as well as a guided tasting of the incredibly special limited edition
Johnnie Walker Blue Label
'Elusive Umami', in the rooftop Explorers' Bothy bar.
Will Harvey
, Senior Global Innovation Manager at
Diageo
, added:"This is the first pilot in a wider platform that the Breakthrough Innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists. Demand for personalisation shows no signs of slowing down, so we're delighted to offer the chance to create one-of-a-kind AI-enabled designs with Scott. With
Johnnie Walker Princes Street's
previous experience of using AI to enhance customer experiences, it's the perfect place for us to launch this innovative offer to the world."
Rob Maxwell
, Head of
Johnnie Walker Princes Street
, said:"Since opening,
Johnnie Walker Princes Street
has striven to become a leader in using the power of AI to personalise guests' experiences.
Johnnie Walker
x
Scott Naismith
is an exciting new step in our commitment to offering those with various tastes and interests something completely different from what's available in the whisky experience market. This partnership is a true one-of-a-kind, and we can't wait to see the designs our guests will print on their bottles."
Consumers can book the Johnnie Walker x
Scott Naismith
experience (£240) here: https://bit.ly/3W5R12v
1IWSR 2024
-ENDS-
About
Diageo
Diageo
is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include
Johnnie Walker
, Crown Royal, J&B and Buchanan's whiskies, Smirnoff, Cîroc and
Ketel One
vodkas,
Captain Morgan
, Baileys,
Don Julio
, Tanqueray, and Guinness.
Diageo
is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the
London Stock Exchange
(DGE) and the
New York Stock Exchange
(DEO). For more information about
Diageo
, our people, our brands, and performance, visit us at www.diageo.com. Visit
Diageo's
global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
