Diageo's Latest Acquisition Will Harness AI to Analyze Your Tastebuds

The drinks giant has snapped up Vivanda, the company behind Johnnie Walker's 'Journey of Flavor' tech

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Do you like cinnamon apple pie? How often do you eat bananas? What about fresh rosemary—love it or leave it? These might be questions you’d expect from a waiter, not a whisky or vodka brand, but that’s about to change if Diageo has anything to do with it.

The Johnnie Walker owner has just snapped up “flavor technology” company Vivanda for an undisclosed sum. The business uses AI to analyze and map what consumers like to drink via a set of simple questions online.

These

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