Johnnie Walker My Edition – initially operating as a pilot – brings 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 themselves or give as a meaningful gift.

David Gates, Head of Diageo Futures – the company’s innovation arm – 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.

“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.”