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Diageo Opens Collaboration Center

Specialty Food Association

Diageo has opened the Diageo Collaboration Center in Stamford, Connecticut, which will seek out the latest industry trends, category insights, and emerging technologies. The 17,000-square-foot facility complements Diageo’s existing global Experience Center, located in London, according to the company.

“We are focused on being consumer-centric and leading the industry in insight generation and leveraging data,” said Claudia Schubert, president U.S. Spirits and Canada, in a statement. “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 gamechanger, transforming the way we share insights, collaborate, and generate new opportunities with our customers, distributors and agency partners.”

The center is designed to help Diageo’s customers, distributors, and agency partners identify opportunities and challenges in the alcohol space, as well as keep pace with new consumption occasions and the rapidly evolving consumer landscape. The facility will be open to visitors year-round on an invite-only basis.

“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,” said Steve Wallet, VP, category, shopper and e-commerce, in a statement. “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.”

Related: Diageo Commits to Inclusion, Diversity, SustainabilityDiageo Creates Paper-Based Spirits Bottle.

Image: Diageo