The programme, Diageo Technology Ventures, is designed to “solve existing business challenges” and “unlock new opportunities for growth” by working with emerging technology companies and entrepreneurs.
Diageo will partner will companies to develop and pilot technology solutions in response to a series of “focused business briefs”.
Syl Saller, Diageo chief marketing officer, said: “Tech start-ups and entrepreneurs are truly defining disruptive innovation, driven by an irrepressible appetite to experiment and a willingness to take risks.
“Diageo Technology Ventures allows us to access this world as we look to solve some of our biggest business challenges.
“This programme will also further build our internal ability to move with pace and provoke a genuine entrepreneurial mind-set in our pursuit of breakthrough innovation.
“It underlines our fundamental belief that through partnerships with forward-thinking start-ups and entrepreneurs we will deliver competitive advantage for our business.”
The first brief will seek out technologies and platforms that can be used to help consumers to drink responsibly, as part of Diageo’s commitment to tackling irresponsible drinking.
