JOHNNIE Walker Princes Street is to give visitors the opportunity to co-design a personalised bottle of Johnnie Walker Blue Label using generative AI.
The whisky brand has partnered with Scottish artist, Scott Naismith, to launch the experience at the Edinburgh venue – believed to be the first ever to combine Scotch whisky, art, and AI.
Visitors will answer three questions that will take influence from key themes in Scott Naismith’s work. The 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, which is a Diageo breakthrough innovation that allows brands and consumers to co-create personalised label designs and product artwork. Powered by generative AI, the technology 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.
Diageo explained that the launch comes as consumers increasingly search for unique experiences and products that signal belonging, status, and personality – whether it’s for themselves or others. Consumers are going beyond the most up-to-date cultural movements, seeking things that feel entirely original, with personalisation now a necessity, it added.
Will Harvey, senior global innovation manager at Diageo, said, “This is the first pilot in a wider platform that the breakthrough innovation team is exploring, looking at how we can use AI responsibly to enable co-collaboration between fans and artists. Demand for personalisation shows no signs of slowing down, so we’re delighted to offer the chance to create one-of-a-kind AI-enabled designs with Scott. With Johnnie Walker Princes Street’s previous experience of using AI to enhance customer experiences, it’s the perfect place for us to launch this innovative offer to the world.”
Rob Maxwell, head of Johnnie Walker Princes Street, added, “Since opening, Johnnie Walker Princes Street has striven to become a leader in using the power of AI to personalise guests’ experiences. Johnnie Walker x Scott Naismith is an exciting new step in our commitment to offering those with various tastes and interests something completely different from what’s available in the whisky experience market. This partnership is a true one-of-a-kind, and we can’t wait to see the designs our guests will print on their bottles.”
