Diageo unveils Collaboration Center to accelerate innovation, enhance consumer experience
Global beverage leader Diageo has launched the Diageo Collaboration Center which will serve as a destination to uncover the latest industry trends, category insights, and emerging technologies.
Claudia Schubert, President U.S. Spirits and Canada said: “We are focused on being consumer-centric and leading the industry in insight generation and leveraging data. We’ve doubled down on our collaboration agenda with this state-of-the-art experience right here in North America. The Diageo Collaboration Center will be a game-changer, transforming the way we share insights, collaborate and generate new opportunities with our customers, distributors and agency partners.”
The 17,000 square-foot state-of-the-art facility is designed to help Diageo’s customers, distributors and agency partners unlock new opportunities and address the challenges of future-proofing the beverage alcohol space, keeping pace with new consumption occasions, and a rapidly evolving consumer landscape.
The Diageo Collaboration Center was developed in line with Diageo’s Society 2030 targets, the company’s 10-year action plan to help create a more inclusive, responsible and sustainable world. The new Center is strategically positioned adjacent to Diageo’s North America Innovation Lab, offering visitors additional collaborative opportunities with innovation lab team members, and rounding out a campus focused on forward-looking development.
Steve Wallet, VP, Category, Shopper and eCommerce explained: “We set out to create a different type of meeting experience, where people could come together in partnership to think freely, innovate, brainstorm and feel unrestricted to take risks and come up with incredible new ideas. The Collaboration Center is all about understanding the consumer and the shopper, as well as recognizing what the true needs of our customers, distributors and agency partners are and how, through their experience at the Center, they will be able to advance their businesses in exciting new ways.”
According to Diageo, guests of the Center will participate in an individualized educational experience that spans two zones: “See It” which utilizes immersive technology to share trends and insights around the disruptive forces shaping society, and “Live It” which provides simulated examples from various purchasing occasions and consumer touch-points, such as the home, bar and store. Guided by the company’s team of beverage alcohol experts, visitors will journey through eight unique rooms, all bringing to life concepts in ways that 2D presentation software simply cannot. Blending the analog with the digital, state of the art facilitation technologies and methods will enable attendees to see and live the future, taking a first step toward responding to the transformational wave of change on the beverage alcohol industry’s horizon.
Visitors to the Center will interact with, and learn firsthand from, live resident mixologists about emerging trends in the on-premise that will imminently manifest in the off-premise. The Center also offers the option to take the physical virtual with virtual reality technology, making the experience accessible to those unable to visit in-person, and for post-visit follow up meetings.
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