Drinks giant Diageo Global Travel Retail has launched ‘What’s Your Whisky?’ A new digital experience designed to help whisky enthusiasts and novices alike to discover the perfect Scotch or whisky for them.

The innovative tool features an interactive questionnaire which is powered by cutting edge artificial intelligence technology and draws upon a wealth of shopper, consumer and distiller insights from the industry.

Using visual cues and consumer friendly questions the tool assesses the user’s enjoyment of a range of sweet, fruity, spicy, and smoky flavours commonly found in whiskies. The data collected is then used to create the consumer’s personal ‘flavour print’, allowing the technology to recommend a whisky (or number of options) with a flavour profile that perfectly suits the consumer’s preferences.

With the ‘What’s Your Whisky?’ selector, new and old whisky shoppers around the world can enjoy a bespoke, one-of-a-kind scotch experience that’s tailored to them.

Commenting on the arrival of the new tool Vicky Mundy, Head of Category Development Marketing for Diageo Travel Retail said: “The ‘What’s Your Whisky?’ experience allows consumers to explore the full range of our Scotch and whiskies in a personalised and completely new way. We’re excited to roll this out at scale and help thousands of people find their perfect whisky based on the innovative Flavour Print AI technology. This technology Diageo has already been deploying to great success at the Johnnie Walker Princes Street experience in Edinburgh. We are delighted that we are now able to bring it to Travel Retail.”

The “What’s Your Whisky?” selector will be available in Lisbon, Faro, London City, and Paris Orly airports this summer. Be sure to check it out and experience a personalised whisky tasting journey like no other. If you’re not passing through one of these airports – you can still access the “What’s Your Whisky?” here – Find your flavour (whatsyourwhisky.com).