Diageo Invests $230 Million in Whisky Tourism and Aging Technology to Unlock Flavor Mysteries
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Diageo invested $230 million into whisky tourism projects, including $44 million to explore whisky maturation using AI technology called SmokeDNAi.
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Using SmokeDNAi, Diageo analyzed flavors and mouthfeel of twin whiskies from different casks to better understand barrel aging.
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The rare 30-year-old Port Ellen Gemini whiskies cost $50,000 per bottle.
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SmokeDNAi breaks whisky compounds into data sets, visualized as flavor profiles to help consumers understand flavors.
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The goal is to control flavor profiles and make whisky maturation less of a mystery through this technology.