Diageo / Innovation Strategy
For Diageo, the largest spirits manufacturer globally, innovation primarily occurs through its products. Enhancing the liquids, formats, and packaging of its spirits fuels business growth. Alongside its advancements in product innovation and mergers and acquisitions, Diageo is also enhancing its digital capabilities, partnerships, and processes across its brand portfolio. In 2017, the company collaborated with Uncorked to expand these capabilities. Uncorked serves as an innovation strategy partner for Diageo’s Culture & Partnerships group, assisting in the evaluation, testing, refinement, and analysis of data from startup collaborations while keeping an eye on the evolving spirits market for potential competitive advantages for Diageo and its brands. A significant startup partnership can influence various aspects of Diageo’s operations, from optimizing supply chains and adapting to consumer trends to developing new consumption metrics and enhancing marketing strategies. Uncorked's role is to help the Culture & Partnerships team interpret data from these emerging partnerships within the context of overarching brand and business strategies. "Uncorked provided us with a foundation and framework to explore how technology can shape the future of consumer engagement for our brands. As marketers of iconic spirits, we will keep experimenting with new technologies and scaling up successful initiatives." - Devin Nagy, Director of Technology and Emerging Platforms, Diageo.