Johnnie Walker creates bottles with AI

Diageo-owned Johnnie Walker has launched a collection of 5,000 bottles created with the help of generative artificial intelligence (AI).

Made in collaboration with graphic artist Andy Gellenberg, the limited edition collection merges the German illustrator’s designs with ‘cutting-edge’ technology to create a highly collectible range of Johnnie Walker Black Label. Gellenberg has created 50 original pieces of artwork in the distinctive pop art style he is known for, that were then enhanced with generative AI to develop a limited edition collection of 5,000 unique bottle designs. Each bottle has a silhouette of an individual, which is said to reflect the ‘many faces’ of the modern whisky consumer, enabling each consumer to choose a product that is entirely original, relevant, and reflective of their personal style. Johnnie Walker global marketing and innovation director, Joao Matos, said: “This collaboration with Andy Gellenberg is a step toward reimagining how people experience our brand. By blending cutting-edge AI technology with creative artistry, we’re pushing the boundaries of personalisation, offering our consumers an opportunity to engage with Johnnie Walker in a completely new way. It's an exciting moment for us, as it not only honours our rich heritage but also sets the stage for a future where individuality and innovation take centre stage.” Andy Gellenberg added: “Collaborating with Johnnie Walker to create these unique portraits has been an incredible journey of blending art with technology. This project celebrates the vibrant diversity of people worldwide, highlighting how every face and story adds to the bigger picture. It’s about pushing boundaries and showing how creativity and innovation can come together to reflect the beauty of individuality.” The limited edition release is powered by ‘Project Vision’, a Diageo breakthrough innovation that enables brands and consumers to have one-of-a-kind unique bottle designs, with possibilities to go beyond a single market place, enabling Diageo to introduce unique bottles at scale to the world. This latest innovation builds on the recent limited edition launch of the ‘Blend of Artistry’ project, which enabled visitors to Johnnie Walker’s brand home in Edinburgh to co-create, through the help of generative AI, a Blue Label design, based upon the artworks of Scottish artist Scott Naismith. The Johnnie Walker Black Label x Andy Gellenberg bottle designs will be available for a limited time in Germany. The bottles will be available through johnniewalker.com and at selected retailers for an RRP of €34.99 (US$37.73).