Spirits giant Diageo has launched a digital experience that uses AI (artificial intelligence) to analyse consumers’ flavour preferences and match them with their ideal single malt whisky.

The What’s Your Whisky? digital experience asks users 11 questions to understand what flavours they like. Questions range from ‘how often do you eat bananas?’ to ‘how do you feel about chillies?’.

The programme then assess the user’s enjoyment of a range of sweet, fruity, spicy and smoky flavours found in single malts whiskies and uses the data to create the consumer’s personal ‘flavour print’, then recommends a single malt with a flavour profile that suits.

The What’s Your Whisky? experience has launched in Great Britain, Germany, Austria, Switzerland, Spain, Greece, Belgium, Denmark and the Netherlands and can be accessed online via whatsyourwhisky.com.

Global Gin brand Tanqueray No.TEN has partnered with global design firm Alessi to produce the perfect gift set for the holiday season.

The limited-run set includes a bottle of Tanqueray No. TEN, as well as Alessi’s masterfully crafted Parisienne cocktail shaker, the stylish “Stirrer”, and Quadri Combo Jigger, advised by Oscar Quagliarini and designed by Giulio Iachetti.

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French Cognac brand D’Ussé has launched its first major tech experience with Grammy Award-winning producer Hit-Boy.

Entitled “The Set”, the augmented reality (AR) experience can be accessed with a simple scan of the QR code inside every D’USSÉ VSOP Holiday Gift Box to unlock an AR DJ performance from Hit-Boy for their real-world festivities.

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“Music is the universal spirit of the holidays,” said Hit-Boy. “You can’t celebrate without it. But just like collaborating with artists, it’s all about finding a certain energy. D’USSÉ and I wanted to spread the right vibes and had a lot of fun playing with the AR technology to create a unique fan experience.

“Once you scan the QR code, the AR filter will allow me to pull up to your holiday hangs and spin off my favourite tracks for the festivities. We hope you’ll enjoy ‘The Set’ wherever you and your loved ones are this holiday season.”

once the QR code is scanned on a mobile device, fans can select from three different holiday cocktails from a menu. The choice will unlock a life-size AR filter of Hit-Boy that blends his digital overlay with real-world elements and allows you to place him directly in your room. From behind his DJ booth, he’ll appear to be spinning a set that’s been curated to the selected cocktail.

Partygoers can interact with “The Set” by standing “next” to or “behind” the DJ booth. The AR filter also has capabilities to snap photos, so you can instantly share the experience with loved ones or to social media. With the option to connect to speakers, the integrated visual-audio experience will make Hit-Boy the headlining performer of any holiday party this season.

“As a modern spirit, D’USSÉ has always aimed to push the preconceived notions around cognac,” says D’USSÉ Global VP of Marketing Jennifer Pisciotta. “Music is core to our DNA, and this collaboration perfectly brings to life an innovative music experience that leverages technology.

“We’re excited to venture out into this new realm and offer an exclusive experience for anyone gifting or receiving D’USSÉ this holiday season,” Pisciotta continued. 

For more information, go to dusse.com

UK craft gin brand Bathtub Gin has launched its first new product launch in partnership with acclaimed local ceramist Harlie Brown, releasing a limited edition Bathtub Gin bottle and ‘Le Punch’  bowl set.

Part of Bathtub Gin’s Winter of Punch campaign, the punch set celebrates the resurgence of large-format sharing serves as dinner parties and home entertaining makes a strong comeback.

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The bottle’s design features hand-drawn illustrations of the six carefully selected botanicals that make up Bathtub Gin’s double-infused recipe, recognised for its complex and rich flavour profile.

The punch bowl complements this with Harlie Brown’s signature “wiggle” details and a distinctive melted glaze finish, reflecting her organically shaped, hand-built ceramics, which ensure no two pieces are ever alike. Each bowl strikes a balance between artistry and functionality, adding a unique touch to any setting.

“Harlie is well known for her beautifully illustrated tableware, and the fact that she’s also Kent-based made her the perfect choice for this collaboration,” explained Hannah Burden-Teh, Global Brand Director for Bathtub Gin.

“Harlie’s playful designs complement the rustic charm of Bathtub’s hand-wrapped brown paper label, bringing together a product that’s as aesthetically striking as it is practical.

Celebrating the classic punch serve, which the brand believes is often underrated, the collaboration is ideal as the shared experience that’s making a real comeback. Easy to prepare and ideal for lower-ABV serves, punches create a shared experience that’s perfect for at-home hosting.

“As more and more people are bringing friends and family together at home, we wanted to design a statement piece that could add warmth and charm to any gathering,” said Brown.

The bottle and punch bowl are now available exclusively through Bathtube Gin.

For more information, go to bathtubgin.com

Global Vodka brand Ketel One has announced that actor and entrepreneur Patrick Schwarzenegger will be the brand’s very first “Spirit Advisor” this holiday season.

Through a multi-platform campaign, Schwarzenegger will share his secrets to elevating holiday moments that are ‘Made to Cocktail’ and go beyond the ordinary.

“I’m excited to be Ketel One’s first-ever Spirit Advisor,” says Schwarzenegger. “This partnership is all about making memories during the holidays and celebrating with the right spirit, and for me that is a Ketel One martini with a twist. Unless it’s a date…then we do espresso martini!”

Believing that consumers are prioritising meaningful moments that go beyond the expected, Ketel One believes that with the guidance of the spirit Advisor, the brand will sit at the heart of celebrations, sharing the best ways to incorporate Ketel One into your holidays.

“We all know that the holidays are the busiest time of the year when it comes to planning memorable moments, so we’re looking forward to introducing our very first Ketel One Spirit Advisor to show that just a touch of sophistication, big or small, goes a long way in making the season a little bit brighter,” explains Sam Salameh, Vice President of Vodka, Diageo.

“When thinking about who would make the perfect Ketel One Spirit Advisor, we thought about someone who has insight into the finer things in life and naturally makes things better, just as Ketel One was crafted to make a better cocktail, and Patrick is someone who fits this persona perfectly.”

To recreate the cocktail magic from home throughout the holiday season, Ketel One has teamed up with PUNCH to offer the Espresso Mint-tini Cocktail Kit, which is available for purchase for consumers 21+ on Cocktail Courier starting November 15.

Ukrainian vodka brand Nemiroff has announced it is the new Official Vodka Partner for top-tier English Premier League club Aston Villa.

The multi-year agreement will showcase Nemiroff Vodka’s marketing assets throughout Villa Park on matchdays, ensuring a robust presence that resonates with fans and communities. The brand will leverage the hospitality opportunities to engage with its consumers worldwide.

“This partnership with Nemiroff Vodka comes at an exciting time for both organisations as we look to grow our international presence,” explained Chris Heck, President of Business Operations at Aston Villa. “Their drive for continuous innovation and authentic collaboration with best-in-class partners chimes perfectly with our core ethos and we look forward to working together.”

Nemiroff’s rapid rise in the UK market underscores its commitment to global expansion, which already sees the brand securing a position among the top ten imported vodka brands.

“Our long-standing history of global sports partnerships makes this collaboration a thrilling next step into the world of football,” said Yuriy Sorochynskiy, CEO at Nemiroff. “Just as football embodies passion, unity, and the celebration of shared moments, so does Nemiroff.

“We are excited to partner with Aston Villa, a club that reflects our global ambitions and unwavering dedication to excellence,” Sorochynskiy continued. “Rooted in 150 years of tradition and propelled by a relentless pursuit of innovation, we are ready to engage with football fans around the world who share our spirit. Cheering on – That’s Our Spirit!”

For more information on Nemiroff, go to nemiroff.vodka