Diageo Opens Collaboration Center to Accelerate Innovation

A first for Diageo in North America, the new facility will complement its on-site Innovation Lab and offer a destination to inspire its partners with insights and new technologies in a vibrant, futuristic, data-driven setting.

Diageo Collaboration Center

Recently opened, the Diageo Collaboration Center in Stamford, Conn. has been designed to serve as a destination to uncover the latest industry trends, category insights, and emerging technologies, housed in a 17,000-sq-ft state-of-the-art facility that provides an ideal environment for true collaboration.

The center 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. Embracing Diageo’s robust suite of data tools and predictive analytics, the center’s primary focus is to bring to life insights for members of Diageo’s network, which will allow them to uncover opportunities and responses to strategic challenges.

Visitors to the center will leave with a heightened understanding of the trends currently shaping beverage alcohol purchase and consumption, which they can then apply to their strategic plans in order to unleash new levels of momentum for their business and the category. Available year-round to invited guests, the facility represents the future of collaboration.

“We are focused on being consumer-centric and leading the industry in insight generation and leveraging data,” says Claudia Schubert, president U.S. Spirits and Canada. “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.”  


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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.

Over the course of a day, guided by Diageo’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.

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 facility is LEED Gold Certified, was awarded the “Access to Quality Transit” LEED credit, and incorporates ENERGY STAR equipment and appliances.


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