Diageo

It's easy to feel lost if you don't know where you are or where you want to get to.

Diageo did some research that told them that most malt whisky drinkers have their favourite tipple and were reluctant to try other malts because they were confused the sheer number of whiskies available. So they gathered together a group of experts to taste a large number of the most popular (and lesser known) brands and to "map" the tastes onto a grid.

We took the basic grid and created a definitive "flavour map" that would allow consumers to find their favourite whisky and discover others that were similar in flavour and style, or to experiment with a completely different style. The map is now in use throughout Diageo - the example shown here is a leaflet we developed for insertion into the Sunday Times.