Innovating today for tomorrow’s consumers

We are a company built on the shoulders of great innovators and we continue to apply the same entrepreneurial spirit today as the founders of our legendary brands did decades and centuries ago.

At our distilleries, breweries and production facilities, we have always started with the consumer – understanding how and why people socialise - and how they will do this in the future. We marry this with the expertise, craft and technology to create industry leading liquids, using centuries of knowledge to craft the very finest spirits, liqueurs and beers.

Now, through increased investment in data and technology we have our finger on the pulse when it comes to evolving consumer trends and creating long-term sustainable growth for Diageo. It’s all about experimenting and learning in the present, with a view of the future that we want to create.

We embrace an entrepreneurial mindset and aren’t afraid to look beyond our own walls to build our expertise. And we learn from our failures because staying ahead of consumers demands a radical approach to innovation – and no small amount of bravery.