Brands have allowed whisky fans to personalise their bottles before – think classic name and date engravings – but never like this. In a boundary-pushing project bringing together creative expertise across Phantom, Johnnie Walker and Diageo’s Breakthrough Innovation team, we crafted the first-ever AI-powered whisky personalisation experience. Using generative AI, whisky enthusiasts could co-create their own bottle of Blue Label with renowned Scottish artist Scott Naismith, each design truly one-of-a-kind: a highly individualised, never-to-be-replicated keepsake.
It was called A Blend of Artistry. And it won Gold and People’s Choice award at the Lovies 2024.
