The prompts will generate a variety of colours, locations, artistic styles, and times of day. Credit: Diageo.

Beverage company Diageo has unveiled its Johnnie Walker x Scott Naismith collaboration, which uses generative AI to enable guests to personalise their own bottle of Johnnie Walker Blue Label.  

This offering, believed to be the first in blending premium Scotch whisky with art and AI technology, will be exclusively available at the Edinburgh, Scotland, venue from 1-31 August 2024. 

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The interactive experience invites visitors to respond to three simple questions that will guide the themes in Scottish artist Scott Naismith’s artwork, affecting the final design of their bottle.  

The prompts will generate a variety of colours, locations, artistic styles, and times of day, culminating in a distinctive bottle label printed within minutes. 

Powered by Diageo’s Breakthrough Innovation ‘Project Halo’, the technology behind this experience is driven by generative AI.  

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This allows for a unique co-creation process between brands and consumers, producing personalised label designs that resonate with individual passions and interests. 

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The initiative aligns with the growing consumer trend towards unique and personalised products that reflect individuality, status, and personality.  

For a limited period, the Johnnie Walker x Scott Naismith experience will be accessible to guests with every purchase of Johnnie Walker Blue Label at the venue’s retail store.  

Additionally, the bottle design can be enhanced by a complimentary expert-led tasting of Johnnie Walker Blue Label, including a guided tasting of the rare Johnnie Walker Blue Label ‘Elusive Umami’ at the rooftop Explorers’ Bothy bar. 

Diageo senior global innovation manager Will Harvey 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.” 

In December last year, Diageo joined forces with circular economy tech business ecoSPIRITS to introduce ecoTOTEs, designed to replace single-use glass bottles and potentially eliminate up to 1,000 bottles over their lifespan.