
Published 20 November 2024
UK-based alcohol giant Diageo’s new multisensory whisky tasting kit and digital masterclass experience incorporates artificial intelligence (AI) to offer a personalised way to try its rare cask-strength 2024 single malt special releases. The kit and masterclass have been designed to satiate what the company has dubbed its customers’ desire for ‘neo-hedonism’ – a term it defines as “finding greater satisfaction in sensory indulgences and redefining the ordinary”.



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