Diageo has opened up a collaboration centre that will serve as a destination to uncover the latest industry trends, category insights and emerging technologies. The centre, located in the US, 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 suite of data tools and predictive analytics, the centre’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 centre 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.

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