Diageo Forms New “Breakthrough Innovation” Unit

Diageo has formed a new Breakthrough Innovation team focused on generating the next phase of growth in the drinks industry. “While core innovation at Diageo focuses on developing new products, Breakthrough will focus on platforms, building new business models that will provide transformational value for the future,” the company said.

Led by Guy Middleton, previously general manager, innovation, Asia Pacific, Breakthrough intends to launch new platforms, technologies, and experiences, such as AI-powered whisky platform ‘What’s Your Whisky.’ It will also look to expand consumption occasions for Diageo’s existing portfolio with initiatives like last year’s launch of ‘Elli,’ Seedlip’s virtual AI-concierge, while furthering the company’s “Society 2030” ESG campaign with efforts such as the use of drones to boost efficiency at its agave farms in Mexico.—Daniel Marsteller

Tagged : Breakthrough Innovation, Diageo

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