To simplify bottle-gifting for shoppers during the holiday season, we launched Bottle & Bow, Diageo’s first-ever gifting platform that took the guesswork out of spirits. We curated Diageo brands into four personality types on Bottle&Bow.com, making gifting easier and more personal than ever before. All shoppers had to do was answer five simple questions about their recipient, then we provided the personality type that was the best fit. We even partnered with Drizly to deliver gifts right to their door. In-store, we designed a custom display that educated shoppers on the personality types. Shoppers could scan the display and find the best brands for their recipient. In the end, Bottle & Bow was a huge success, so much so that it’s now a year-round program for Diageo.