AI-Driven Personalisation

Johnnie Walker x Scott Naismith

 The first-ever AI-powered whisky personalisation experience, this immersive retail activation brought together Johnnie Walker, celebrated Scottish artist Scott Naismith, and Diageo’s Breakthrough Innovation team. Hosted at Johnnie Walker’s flagship Princes Street store during the Edinburgh Festival Fringe, the experience let guests co-create their own Blue Label bottle using a groundbreaking tool called Halo.

After answering a short set of questions, each visitor received three bespoke label designs—blending their personality with Naismith’s vivid artistry—generated in real time and visualised in 3D. Bottles were printed on-site as personalised works of art.

The experience not only sold out, but also generated a 113% YoY sales uplift, 58+ press features, and an audience reach of 12M+. More than just customisation, this was innovation as a branded, emotional, and artistic journey.