Diageo Opens a Data-Based 'Collaboration Center' to Keep Pace With a Changing Alcohol Industry

The pandemic has accelerated shifts in how people buy and what they drink

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Staying on top of what shoppers want is a difficult task for any corporation, but spirits maker Diageo hopes its latest investment will help it do just that.

Today, the London-based company behind Smirnoff, Crown Royal and Don Julio is unveiling a new facility dedicated to examining consumer behavior and generating industry insights to better position itself for the future. The Diageo Collaboration Center, a 17,000-square-foot space located on Diageo’s campus in Stamford, Connecticut, is open to business partners ranging from retailers to distributors to agencies.




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