Diageo Acquires “Flavor Matching” Tech Company Vivanda
June 30, 2022Diageo has acquired Vivanda, the company behind the flavor matching technology that powers Diageo’s “What’s Your Whisky” initiative. Called FlavorPrint, Vivanda’s technology uses AI and a questionnaire to determine consumers’ taste preferences and then recommends brands and projects that should match.
The What’s Your Whisky program launched in 2019 and has rolled out to 21 markets, integrated into physical stores and ecommerce platforms. The acquisition will allow Diageo to expand FlavorPrint technology to other categories and will support the development of analytics and digital marketing capabilities. Vivanda’s team will join Diageo and CEO Oli Fuchs and CTO Matt Cornish will provide ongoing consultancy services. The price was not disclosed.—Danny Sullivan
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