Diageo acquires flavour-matching tech owner

Diageo has taken over Vivanda, the owner of the flavour-matching technology that underpins the immersive Journey of Flavour experience at Johnnie Walker Princes Street in Edinburgh.

This acquisition will enable Diageo to expand FlavorPrint technology to other categories, while providing advanced analytics and digital marketing capabilities.

Powered by artificial intelligence, FlavorPrint technology, through a series of simple questions, analyses and maps consumers’ flavour preferences against a large proprietary sensory database of foods and aromas, to generate a digital representation of their unique ‘Flavor Print’.

It then recommends brands and variants whose flavour profiles consumers are most likely to enjoy.

“We know consumers are looking for more personalised, interactive experiences and that they are increasingly engaging with our brands digitally as well as in person,” Cristina Diezhandino, Chief Marketing Officer at Diageo, said.

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