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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.