and FAQs

Diageo Sustainable Solutions

We will be looking to post our next round of challenges
(round 5) in late 2024.

Frequently asked questions (FAQs)


Who can apply?

We welcome applications from parties around the world that have innovative technologies, processes or solutions to participate in our pilots on the path to ‘scaling up’.

If I already have equity investors in my business/idea, can I still apply?

We understand that some of our future innovators and partners may already have equity investors. It’s still fine for you to enter the programme – we encourage you to. We do not intend to invest equity in any of the applicants and will do this only by exception.

If I take part in DSS, would this be an exclusive partnership and prevent me from working with others?

The ethos of our programme is to collaborate with innovators to identify breakthrough technologies that will lead to a more sustainable industry. We are therefore very open to collaborative partnerships and would encourage innovators already engaged with other consumer packaged goods (CPGs) to apply.

How do you measure and define ‘new-thinking sustainable technology’?

We’re looking for ideas that deliver against Diageo’s 2030 sustainability ambitions and pioneers sustainability across all that we do and all that we produce. We’re looking for bigger, bolder ideas and solutions that can transform sustainability in all areas of our products’ supply chain and make a difference to our planet.

Do I have to travel to Diageo during the application process?

All pitches during the evaluation stage will be made by video calls. Decisions on travel requirements will be made with innovators once they are chosen.

Do you take responsibility for travel expenses if required?

Travel and subsistence expenses will be covered by the Diageo Sustainable Solutions programme, if deemed appropriate.

If I’m selected for the programme, will I need to sign a contractual agreement?

The successful applicant and Diageo Sustainable Solutions will sign a letter of agreement prior to commencing the pilot. The information on your application remains confidential and is restricted to the selection committee. 

How long will the application process take?

From closing date, we review the applications and if selected you’ll attend a selection committee with timelines shared if successful.

How long do the pilots run for and what is the funding limit?

The pilot design and implementation programme are targeted to run for 4-6 months but we are open to longer-lasting pilots where appropriate. The funding amount is dependent on the pilot and the technology.  

Can we enter again if we don’t make this round?

Yes. We’re happy for innovators to apply more than once as we recognise that circumstances and ideas will change and evolve.

How will you decide on new challenges?

We work with our business units to identify problems where external innovation might provide solutions for our sustainability goals.

How many applicants will be selected for each challenge?

Only one innovator will be chosen per challenge statement, although we may have exceptions.

What sort of relationship do you envisage with entrepreneurs?

Building great relationships is at the very heart of our business and we see this being extended across how we work with entrepreneurs. We have strategic relationships in place across our business with suppliers, partners and joint ventures – some of which have been in place for years. Our ways of working are open, collaborative and trusted.

How will the pilot process work?

The pilot process will be project-based and tailored to your unique innovation. You’ll have dedicated support from the business units and access to the DSS team to guide you through it. Depending on your innovation, this will either be a feasibility study or a pilot designed to test the innovation in our supply setting with clear success criteria.

Contact us

If you have any questions, please contact