Diageo wants to work with tech entrepreneurs

Diageo wants to work with tech entrepreneurs

Diageo is looking for technology entrepreneurs to partner with to help tackle its 'biggest' challenges, including promoting responsible drinking.

The global ‘Technology Ventures’ scheme is inviting tech start-up firms to submit their ideas to briefs put forward by the company. The successful applicant on each project will be given US$100,000 by Diageo to fund the idea.

The UK-headquartered drinks firm currently has two briefs - one around responsible drinking and the other aimed at combatting retail theft, including shoplifting.

On the responsible drinking brief, Diageo says: “We want to work with companies offering technologies and platforms that can be used to help consumers to drink responsibly, in ways that do not intrude on the social flow of life.” 

Syl Saller, Diageo’s chief marketing officer, said: “Tech start-ups and entrepreneurs are truly defining disruptive innovation, driven by an irrepressible appetite to experiment and a willingness to take risks. Diageo Technology Ventures allows us to access this world as we look to solve some of our biggest business challenges.”

The first companies will be selected in November, with the first projects due to be launched in March.

Last month, Diageo said it was doubling the intake for an initiative aimed at funding spirits start-up companies.