Diageo’s Johnnie Walker Experiments with Personalized Packaging Using Generative AI

Johnnie Walker is piloting a generative AI-driven packaging experience that allows consumers to personalize bottle designs — combining tech innovation with luxury branding to deepen emotional connection and giftability.

The initiative, launched in partnership with Amazon, invites shoppers to create unique packaging graphics using prompts and generative tools, resulting in one-of-a-kind designs for select Johnnie Walker variants. The digital experience blends creativity with commerce, enhancing shelf appeal while collecting first-party insights on personalization preferences.

Diageo views the pilot as part of its broader strategy to modernize the premium spirits experience through data, design, and digital interaction. Executives note that personalized packaging is increasingly tied to premiumization, especially among younger consumers seeking unique and expressive purchases.

corpbrief insight:

In premium spirits, packaging is part of the product. Johnnie Walker’s use of generative AI shows how design personalization can turn a bottle into a branded moment.