Johnnie Walker's Flavor Profiler pairs whisky lovers with the blends best suited to their tastes.

The idea of a whisky tasting brings to mind the smell of old books, dapper suits, and a bit of old-school pretense. Instead of an expert talking about flavor notes and swirling a glass, Johnnie Walker wanted to reinvent the tasting experience and remove some of the stuffy aspects that tend to go along with it. They partnered with South African social media agency Society to create the Flavor Profiler, a “mobile sensorium experience” designed to help people find their perfect flavor match in the Johnnie Walker range, and to take some of the mystery out of sampling.

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