Diageo has created a new digital tool that uses artificial intelligence (AI) and machine learning to help consumers find their perfect single malt Scotch whisky based on their preferences for certain flavours and it's available on any mobile or internet-connected device.

It's called the 'What’s Your Whisky?' digital experience and it asks users 11 questions, such as ‘how often do you eat bananas’ and ‘how do you feel about chillies?’

Image credit - What's your Whisky?

The programme uses machine learning to analyse users' preferences for a variety of fruity, sweet, smoky and spicy flavours which are also found in single malt whiskies to create their personal ‘FlavourPrint’ and then to recommend a single malt with a flavour profile that most closely matches the individuals' tastes.

Diageo's Flavour Wheel (image credit - Diageo)

“The ‘What’s Your Whisky’ mobile experience allows consumers to explore a wide range of our single malts in a personalised and completely new way,” said Andy Parton, Senior Regional Manager at Diageo. “We’re excited to roll this out at scale and help many thousands of people find their perfect whisky based on the innovative FlavorPrint AI technology.”

The 'What's your Whisky?' experience is launching in nine European countries – the UK, Germany, Austria, Switzerland, Spain, Greece, Belgium, Denmark and the Netherlands – and will be available in six languages.

Dr Adeline Koay, Principal Scientist, Research and Development, at Diageo, said: “We are using our extensive consumer knowledge, whisky expertise gathered over hundreds of years and cutting-edge AI to help consumers discover, explore and enjoy Scotch in new and exciting ways.”

Of course, we love the fusion of whisky and tech, but we can't help feel sceptical that answering as few as 11 questions will help narrow down consumer preferences all that much... Perhaps it's a good start though. In our (humble) opinion, the best way to find a Scotch that suits your palate is to keep tasting as often and as widely as you can!

Earlier this year, Sweden’s Mackmyra distillery partnered with Microsoft to create the world’s first whisky developed with AI and we covered that story here.