Case Study: Diageo creates immersive whisky experiences and boosts brand engagement with AnyRoad

Creating lifelong whisky drinkers With an immersive, multi-sensory Brand experience

Diageo, through its Johnnie Walker brand and the new Johnnie Walker Princes Street attraction in Edinburgh, wanted to create a large-scale, highly personalized whisky experience that could meet guests wherever they were in their whisky journey. To support this ambitious brand home, Diageo partnered with AnyRoad and used AnyRoad Atlas and AnyRoad Experience Manager to manage registration, ticketing, and guest operations while gathering data to measure ROI and brand impact.

AnyRoad implemented an end-to-end experience platform that combined booking data, AI-driven personalization, and deep analytics to tailor the “Journey of Flavour” tour and optimize the guest journey. The results included a seamless process for thousands of visitors per month, 16 points higher post-visit NPS, valuable first-party consumer data, and insights showing that an important under-targeted demographic was 40% more likely to drink whisky after visiting.

Diageo

Rob Maxwell

Head of Johnnie Walker Princes Street