Diageo Launches Second Edition of Fusion Partnership Lab: Reimagining the Consumer Experience

Today, Diageo announces the launch of the second edition of the Fusion Partnership Lab.

Fusion by Diageo, the company’s global partnership lab, was founded to combine the global scale and industry expertise of Diageo with the entrepreneurial spirit of scaling businesses to co-create and elevate the next generation of digital consumer products. Building on the success of the first edition, the focus of the second edition of Fusion is “Reimagining the Consumer Experience”. Together with Diageo, the programme participants will develop solutions that:

• Elevate Cultural Events and Spaces
• Unlock Seamless and Secure Retail Experiences
• Empower Consumers with the Facts, Tools and Support to Make Informed Drink Choices

The 11-week programme will start in February 2025, and Diageo is now accepting applications to identify up to 15 participants for the cohort. Participants will gain access to Diageo’s industry expertise and consumer insights, alongside speakers and coaching, to develop consumer-focused, digital concepts. Chosen participants will already have launched digital products in market and have secured sufficient financial runway via venture funding or alternative means.

The programme will be split into two phases, the first involving broad concept ideation and the second a refinement of the concept. The second phase will conclude with an in-person ‘Demo Day’, where Diageo will select up to five concepts to progress to a post programme pilot stage. During this stage, selected participants will be offered an opportunity to enter a commercial relationship with Diageo, and given the support and funding required to co-develop, validate, refine, and launch new products in market.

The First Edition of Fusion

The cohort from the first edition of Fusion are now in the Pilot Stage of the programme, where Diageo are working with the partners to co-develop, launch, and scale the innovations in market. These four partners are:

• Innit – AI food intelligence platform for personalised recipes and nutritional information
  • What is the Pilot? Create personalised cocktail recipes to match food, available ingredients, and occasions.
• Obsess – Next-gen immersive digital experience platform
  • What is the Pilot? Create an interactive virtual exploration environment for brands, driving bookings, upsells, and brand affinity.
• Archetype AI – AI for the physical world, leveraging real-time sensor data to understand physical behaviours and activities
  • What is the Pilot? AI foundation model for the physical world, using sensor data to optimise outlet performance.
• NINA – Connected IoT beverage pourer
  • What is the Pilot? Premium and personalised self-pouring experience on cruise ships.

Alongside the four partners, two additional participants were selected to run smaller-scale pilots within Diageo’s Research & Development and Foresight System. Nearly a third of the first cohort have therefore been able to execute an idea alongside Diageo, with all participants additionally invited to become members of the Fusion alumni community and receive ad-hoc access to resources and news from Diageo and its network of partners.

Speaking on the programme, Benni Lickfett, Global Director Breakthrough Innovation – Digital, and Fusion, said: “It has been an honour leading this inaugural programme, with such a diverse cohort pushing themselves and the boundaries of innovation over an enthralling 3 months to create groundbreaking platforms. The outcome: four partners that have not only showcased the innovation spirit that Diageo was built on, but a shared ambition to build the future of celebration.

“Fusion’s secret weapon is the alliance of cutting-edge technologies from external entrepreneurs and Diageo’s internal trailblazers, with this programme fuelling four solutions that we are confident will deliver new experiences for consumers. Roll on the second cohort!”

For more information about the programme and the application process, visit www.fusionpartnershiplab.com. The deadline for applications is January 13^th, 2025.