Diageo’s first AI induced personalisation experience

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 1st-31st August 2024, and is believed be an initiative 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 is for themselves or others. Consumers are going beyond the most up-to-date cultural movements, seeking things that feel entirely original, with personalisation now becoming a necessity.

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.