The Bar


We created a Digital experience to help a new generation of cocktail lovers work on their cocktail skills.


Differentiation in a saturated category

Diaego has an unrivalled portfolio of alcoholic beverages but to retain its market-leading position it needs to constantly innovate to meet consumer expectation and beat the competition. 


Bespoke customer experiences

To ensure Diageo remain relevant, we collaborated with award-winning mixologist Rob Poulter to create a database of cocktail recipes with custom content. Like a real bartender, the skill takes you through a set of questions to advice the perfect cocktail for you.

The Bar is one of the first Alexa brand experiences that uses gamification to keep track of progress and give aspiring mixologists a sense of achievement. Based on progress, we suggest increasingly advanced cocktails and introduce new techniques over time. We've created custom cocktail kits including ingredients for the Old Fashioned, Cosmopolitan and the Vodka Martini and enabled the experience with commerce functionality so you can get everything you need delivered at home.