EUROPE: Diageo offers backing to spirits start-ups

By | 12 August 2013

Distill Ventures will give backing to entrepreneurs in  the spirits industry

Distill Ventures will give backing to entrepreneurs in the spirits industry

Diageo has helped launch a new Europe-wide scheme aimed at developing start-up spirits brands.

Distill Ventures, which launched last week, is a joint initiative between the drinks group and creative agency Independents United. As part of the scheme, Diageo will offer funding of up to GBP200,000 (US$309,727) and advice to each of five selected entrepreneurs.

UK applicants can apply from now and will be selected in mid-November. The scheme is also being rolled out to Berlin, Warsaw, Madrid and Copenhagen “shortly”.

“There is a remarkable entrepreneurial spirit in the drinks sector right now,” said Syl Saller, Diageo's CMO. “We are seeing some brilliant new brands being born and built that are achieving commercial success. Our joint commitment to Distill Ventures will nurture, develop and grow the ideas and the people to create the pioneering premium spirits brands of the future.” 

A seperate “growth programme” will also be launched in mid-2014, offering new brands the chance to “scale rapidly”. Up to GBP2m will be made available to successful applicants. 

Last month, Diageo reported a single-digit rise in full-year operating profits and sales, helped by a strong performance in North America.

Expert analysis

Spirits in Europe to 2015: Market Guide

Synopsis Canadean’s, "Spirits in Europe to 2015: Market Guide" provides in-depth detail on the trends and drivers of the Spirits market in Europe. The report includes quantitative information (historic and forecast market values). The report provides data, analyses and opinion to help companies in the Alcoholic Drinks industry better understand the changes in their environment, seize opportunities and formulate crucial business strategies. Summary This report is the result of Canadean’s extensive market research covering the Spirits market in Europe. The report provides a top-level overview and detailed insight into the operating environment for the Spirits market in Europe. It is an essential tool for companies active across the Alcoholic Drinks value chain and for new players that are considering entering the market. Scope • Overview of the Spirits market in Europe. • Analysis of the Spirits market and its categories (where applicable), including full year 2010 consumption value and forecasts until 2015 • Historic and forecast consumption values for Spirits for the period 2006 through to 2015 Reasons To Buy • The report provides you with important figures for the Spirits market in Europe with individual country analysis. • The report will help you to identify trends by analyzing historical industry data. • The report will help you analyze the market with detailed historic and forecast market values, segmented at category level (where applicable). • The report will help you to enhance your knowledge of the market with key figures on consumption value and segmentation by category for the historic period. • The report will help you to plan future business decisions using forecast figures for the market. Key Highlights NA

Sectors: Product launches, Spirits

Companies: Diageo

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