潜水简介：
- Diageo, the second largest distiller in the world, has purchased Vivanda, a flavor-matching service,according to a press release。
- Vivanda创造了蒸馏厂“ What是您的威士忌”活动背后的技术。该技术被称为“风味”，绘制消费者在各种口味和香气中的喜好。收集后，该技术可以推荐品牌免受消费者的喜好，帮助简化饮料探索并提供清晰的购买途径。
- Diageo plans to integrate FlavorPrint across its business, not just in whiskey. The acquisition ofVivandawill allow酒精巨人to point consumers firmly in the direction of its offerings while also collecting data on consumer preferences.
潜水见解：
FlavorPrint will allow Diageo to see what flavors consumers prefer, while also easily gauging which brands are the most valuable with certain age groups. As part of the “你的威士忌是什么”竞选活动于2019年发起，不仅在网上使用，而且在实物商店中使用，以帮助消费者找到他们最喜欢的帝亚吉奥威士忌。此外，在爱丁堡的Johnnie Walker Princes Street的风味体验之旅中使用了Flainpoint。
“We know consumers are looking for more personalized, interactive experiences and that they are increasingly engaging with our brands digitally as well as in person,” said Cristina Diezhandino, chief marketing officer at Diageo, in a press release. “We’re delighted to welcome Vivanda to Diageo and we are looking forward to working together to connect with consumers in more innovative ways that help shape the future of how we socialize in person and virtually.”
Whiskey has a wide and diverse flavor profile. Everything from the wood to how the grain is toasted adds to the flavor, and each brand and vintage is distinct from one another. Some distilleries, such as Diageo’s Talisker 25, are known for their strong peaty tastes, while others, such as Pernod Ricard’s Redbreast 12, are known for being nutty. With so many options at some many different price points, it can take consumers years of trial and error to find their favorite.
Such diversity can make whiskey’s barrier to entry seem insurmountable, especially for young consumers. However, millennial consumers have proved to be incredibly valuable for the aged spirits industry and have been credited with driving significant growth, especially in theIrish whiskey类别。由于千禧一代似乎愿意在高级精神上花更多的钱，因此他们早日享受的品牌就至关重要。
The gamification of the whiskey discovery process not only makes it easy on consumers and provides Diageo with first-party data, but also provides a clear path to purchase. When the test is taken online, links can be provided for digital purchase. If a consumer is in the liquor store, they will already be familiar with the brand and have an expectation of taste, even if they have yet to try it. Diageo will also be able to expand the technology beyond whiskey and into its other categories, such as gin, rum and wine.
作为通过现金资源资助的交易的一部分，Vivanda的团队将加入Diageo。Vivanda的创始人，首席执行官Oli Fuchs和CTO Matt Corish将继续提供咨询服务。
