Diageo uses Amazon Alexa voice technology to promote Talisker whisky

Drinks giant Diageo is piloting a new Amazon Alexa Skill and using voice-activated technology to promote its Scotch whisky brand, Talisker.

Alexa is Amazon’s voice activated digital assistant

Alexa-owners can ask their device to open “Talisker tasting”, and will then be asked to name one of three whiskies under the brand they want to learn more about; Talisker Skye, Talisker Storm or Talisker 10-year-old Single Malt.

Once a whisky is selected, the voice-focused advert takes consumers on an “audio journey that will educate them on how to taste Scotch,” as well as giving more information about the selected spirit.

The final stage invites the taster to ask questions about the story behind their drink or flavours of Scotch they may like to try in the future.

The prompt is age-gated, according to Diageo, which means that only users 18 and over will be able to access the advert.

The new advertising format comes after a report this year found that 58% of people have used voice-search technology to find out more about a local business in 2018.

One in five adults uses mobile voice search at least one time a month, according to Global Web Index.

Diageo said that voice-controlled technology is an are in which the company “continues to experiment.”

“We were looking to bring elements of this location and the fantastic tasting tours at the Talisker Distillery into people’s homes,” Benjamin Lickfett, Diageo’s head of technology and innovation, said.

“Voice is the perfect technology to do just this and provide an enhanced brand experience by putting the consumer, product and brand at the centre of a tasting, in a completely seamless and non-intrusive way.

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