In August 2013, Diageo helped launch Distill Ventures, an accelerator set up to back fledgling spirits companies. Nearly a decade on, the scheme has invested in more than 30 businesses, with some, including non-alcoholic spirits brand Seedlip and coffee-liqueur brand Mr Black, now part of the drinks giant’s portfolio.
“A big part is having the open-mindedness to be surprised” – Diageo-backed Distill Ventures on predicting the industry’s next big trends
Almost ten years since the launch of Distill Ventures, Just Drinks sits down with the spirits accelerator – and sole investor Diageo – to discuss their investment strategy and where they might place their bets in the next decade.