Johnnie Walker's Bold New Frontier: AI-Driven Personalized Bottles with Artistic Flair

Johnnie Walker is embracing artificial intelligence (AI) to craft unique bottle designs in 

partnership with artists, pushing the boundaries of personalization in the whiskey industry. Recently, Diageo-owned Johnnie Walker launched a limited edition of 5,000 Black Label bottles designed with German artist Andy Gellenberg using generative AI. Meanwhile, at the Johnnie Walker Experience in Edinburgh, visitors create personalized Blue Label bottles with AI and Scottish painter Scott Naismith. These projects merge art, technology, and personalization to offer consumers a new way to connect with this iconic whiskey brand.

The collaboration with Andy Gellenberg includes 50 original pop-art designs, enhanced through AI, to produce 5,000 distinct bottles. Each bottle depicts a silhouette reflecting the 'many faces' of the modern whiskey consumer, allowing for a personalized and meaningful connection to the product. Joao Matos, Johnnie Walker's global marketing and innovation director, described this project as a move to reimagine consumer engagement by merging AI with creative artistry, showcasing a new level of personalization. The limited edition Gellenberg bottles are available for a limited time in Germany through select retailers and online.

Diageo’s Johnnie Walker unveils generative AI personalised bottle experience

For his part, Gellenberg expressed that the project represents the vibrancy and individuality of people worldwide. Diageo's new "Project Vision" drives this innovation, which uses AI to create unique bottle designs at scale and expand across global markets. This project builds on the brand's previous efforts, including the "Blend of Artistry" project, which allowed visitors to co-create Blue Label designs based on the work of artist Scott Naismith.

In Edinburgh, the collaboration with Naismith enables visitors to blend his iconic Scottish landscapes with their creativity through AI. Will Harvey, part of Diageo's Global Breakthrough Innovation team, explains that AI has reached a stage where it can take personalization to the next level, allowing consumers to actively co-create with artists.

This project also exemplifies how artists can partner with brands through AI. Naismith's work was securely contained within a "walled garden," protecting his artwork from being copied or modified without permission, providing a model for artist revenue in the AI age. This system ensures that creators can benefit while collaborating with major brands like Johnnie Walker. The technical realization involved several partners, including Phantom, Amazon AWS, and Roland DG, who contributed to developing infrastructure and direct-to-bottle printing technology. Harvey described the collaborative process as "mixing a cocktail," blending diverse expertise to bring this vision to life.

Diageo's "Project Halo" aims to integrate AI across its portfolio, including brands like Guinness, Baileys, and Captain Morgan. Harvey explained that "engines" like Project Halo are versatile frameworks that can be adapted to different brands and markets, allowing Diageo to roll out similar experiences in other areas.

Johnnie Walker's initiatives highlight the demand for unique consumer experiences. Johnnie Walker is elevating gifting and personalization by allowing customers to create individualized designs. The company is also experimenting with applying this technology to different bottle shapes, broadening its scope.

Through these projects, Johnnie Walker is redefining the connection between brand, consumer, and artist, merging tradition with cutting-edge technology. Diageo's vision of elevated personalization impacts the premium spirits market, with more exciting and engaging experiences likely to emerge across its iconic brands.