DIAGEO TRIALS NEW SCOTCH WHISKY TASTING EXPERIENCE USING VOICE TECHNOLOGY
Diageo is piloting a new Amazon Alexa Skill to inspire consumers to think, talk and try Scotch at-home this festive season. The Talisker Tasting Experience is a voice activated skill that makes the heritage of Scotch more accessible to more people than ever before.
Adults will be able to explore the colour, smell and taste of Talisker, navigating the iconic Scotch in an accessible, interesting and enjoyable way. The new skill means people are just a few words away from becoming a whisky connoisseur. Diageo have identified that voice is a great way to enhance the whisky tasting experience in the home by enabling consumers to immerse themselves in a tasting while enjoying hands-free learning as you would in an in person whisky tasting at a distillery or bar. Once consumers ask Alexa to open ‘Talisker tasting’ they will be asked to name the whisky they would like to explore; Talisker Skye, Talisker Storm or Talisker 10-year-old Single Malt. Selecting the whisky will kick-start an audio journey that will educate them on how to taste Scotch and get to know the richness and complexity of flavours in the Talisker range. The final stage invites the tasterto ask questions about the story behind their drink or flavours of Scotch they may like to try in the future. The skill is age-gated.
By 2020 it is predicted that 50 per cent of online searches will be made via voice1 and it is an area in which Diageo continues to experiment. In September the Baileys Almande voice activated ‘send me a sample campaign’ generated more than 6,000 sample requests in its first week of the campaignand more than two thirds (75%) of the available samples were redeemed in the first 48 hours. Diageo has also launched ‘The Bar’ for the Amazon Echo Show which enables consumers to master mixology techniques and shop for ingredients through voice-led practical advice, and earlier this year Diageo launched the Happy Hour Amazon Alexa Skill to which uses voice activation to providecocktail recipes and recommend bars in which to enjoy a perfectly mixed Diageo cocktail.
Benjamin Lickfett, Head of Technology and Innovation at Diageo said:
“Talisker is a brand with an extremely rich heritage, produced by the sea on the Isle of Skye. We were looking to bring elements of this location and the fantastic tasting tours at the Talisker Distillery into people’s homes.”
“Voice is the perfect technology to do just this and provide an enhanced brand experience by putting the consumer, product and brand at the centre of a tasting, in a completely seamless and nonintrusive way.”
“Scotch is at the heart of our business and a product we are passionate about, but we realise that whisky can often be perceived as a complex category to access. Through the Talisker Tasting Experience Skill we’re able to bring the history and traditions associated with Scotch to a new generation of drinkers.”
The Talisker Tasting Experience Skill is now live in the Amazon UK Alexa Skills store and on the Talisker Amazon page. Selected Talisker Whisky bottles will be labelled with the specific call to action needed to activate the new skill, and available at select Tesco outlets across the country.