Diageo has launched a cocktail-making app on Amazon's Alexa platform to join a growing number of alcohol producers using the voice-enabled technology.

The company has paired Alexa with its existing cocktail website called The Bar. Consumers can ask Alexa to help them make one of the 455 cocktails in The Bar's database or recommend a simple cocktail based on consumer preferences.

The app, also called The Bar, then allows consumers to send a shopping list of ingredients or a cocktail making kit to the Alexa mobile app on their phone or directs them to purchase on Amazon. The platform is age-gated, Diageo said.

Diageo is not the first alcohol company to use Alexa in its marketing strategy. This month, Moet Hennessy's US unit launched the Bottles and Bubbles app on the platform to teach consumers about Champagne in their own homes. The move followed a similar activation by Anheuser-Busch InBev and its Michelob Ultra brand earlier this year.

According to Diageo, the Alexa link-up, which also teaches cocktail methods and techniques, means consumers "are just a few words away from making a great cocktail".

"Technology is changing the way we socialise in and outside of the home, and with the new 'The Bar' skill, we're tapping into the growing number of adults using voice-enabled devices to take them on a journey towards mastering mixology," said Periklies Antoniou, new technology & media innovation manager at Diageo.

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