Diageo Brings Consumers Industry First Experience with FlavorPrintConnect Technology

Diageo is proud to introduce FlavorPrintConnect — the innovation platform behind the new Single Malt Special Releases 2024 Tasting Experience. The product is an industry first, groundbreaking multi-sensory Scotch Whisky exploration journey that brings together whisky tasting kits and an AI-enhanced digital masterclass, enabled by Diageo’s FlavorPrint technology. In it, users get the chance to try part of the Single Malt Special Releases 2024 range, digitally compare their tasting notes with their friends & Diageo master blenders, get served rich video content on the whiskies and their distilleries, as well as finish with their own whisky flavour profile.

This cutting-edge innovation is built on top of Diageo’s proprietary FlavorPrint AI platform that identifies and matches flavour profiles—allowing participants to personalise their whisky journey based on their individual preferences. The platform not only elevates the tasting experience but also deepens engagement by providing insightful recommendations that guide their future exploration in the wider world of spirits.

The Special Releases 2024 Tasting Experience highlights the craftsmanship of the Spirited Xchange Second Edition collection, curated by Master Blender Dr. Stuart Morrison. The kit contains four 20cl whisky tasting samples from the range, accompanied by a selection of tasting implements and collectible glasses.

Inspired by trends from Diageo’s Distilled report, this breakthrough product embraces consumers’ demand for ’Neo-Hedonism’—finding deeper joy in sensory indulgences and redefining the ordinary. As people seek ’alternative social spaces’ and immersive experiences, this kit and its accompanying digital experience innovatively connects whisky lovers with meaningful, memorable interactions at home through an AI-powered tasting journey.

“FlavorPrintConnect is our latest step towards transforming the way consumers experience our products,” said Jeremiah Ty, Global Head of Breakthrough Innovation - Luxury at Diageo. “By merging physical and digital social experiences with the power of FlavorPrint, this innovation enables our consumers to explore the depth and character of our Single Malt Scotch Whiskies in ways they never could before. Our vision is for the platform to unlock breakthrough opportunities across the whole of our portfolio.”

Designed to immerse whisky explorers in a new dimension of discovery, this experience is exclusively available through the newly relaunched Malts.com. Launching initially as a limited trial in the UK during the festive season, the kit is aimed at whisky enthusiasts looking for a unique, interactive approach to exploring rare and collectable Single Malt whiskies.

Megan Sirockman, Global Head of Strategy & Marketing, The-Bar & Malts.com, said: “The new Malts.com is the digital home for our whisky brands and distilleries, and the Special Releases 2024 Tasting Experience marks the perfect launch for this enhanced platform. We built Malts.com to be the connection point for omnichannel community, discovery, and exploration: connecting whisky lovers directly with the people and places behind our iconic brands like The Singleton, Talisker, Mortlach, and Lagavulin.”

Hala Saad, Global Head of Media Content and Omnichannel Strategy for Single Malts, said: “As consumer expectations evolve, we’re committed to delivering immersive experiences that allow whisky lovers to explore our portfolio in new and exciting ways. These new capabilities enables us to merge digital content with physical experiences, offering a new frontier in whisky tasting.”

The Special Releases 2024 Tasting Experience is Diageo’s first consumer-facing trial that integrates immersive content with AI-powered discovery. It is also the latest example of how the company is leveraging technology to craft new whisky experiences. The tasting kit will be available for purchase on Malts.com starting in November 2024.

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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. 

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