Diageo's Startup Incubator Could Shape Future of Drinking

Fusion by Diageo launch follows success of AI-powered What’s Your Whisky tool

It’s no secret that collaboration is essential to growth, but the how of it isn’t always so clear—and it's the understanding of how that is a true competitive advantage. Join Adweek X, a uniquely formatted event on December 4 in LA, to unlock fresh perspectives, true collaboration and growth.

Drinks giant Diageo is no stranger to startup acceleration and acquisition. Since 2013, it’s invested more than $300 million in more than 35 founder-led drinks brands globally via the backing of incubator Distill Ventures.

Some of these, including alcohol alternative Seedlip and coffee liqueur Mr Black, have ultimately been snapped up by the drinks giant.

Now, though, Diageo is turning its attention more broadly to digital startups, searching for innovators to help future-proof its business and “shape the future of socializing.”

The Guinness and Baileys owner is doing this through a new partnership lab, Fusion by Diageo.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in