Diageo, the beverage giant, has taken a bold step into the future with the launch of its new partnership lab, called “Fusion by Diageo”.

This space aims to bring together the brightest minds in the tech world to co-create digital products that revolutionize the way consumers interact with brands beyond the simple act of drinking.

A 13-Week program to shape the future of celebration

The Fusion program will run for 13 weeks starting from next January. Diageo has opened its doors to applications and plans to select 15 companies for the first cohort.

Participants will have the opportunity to tap into Diageo’s vast industry experience as well as valuable consumer insights. Additionally, they will benefit from guidance from external experts and coaching sessions.

Two phases for comprehensive development

The program will be divided into two essential phases. The first will focus on broad concept ideation and the refining of these. The second phase will culminate in an in-person ‘Demo Day’, where Diageo will choose up to five concepts to move on to a post-program pilot stage.

Commercial opportunities and support for development

Upon completion of the program, selected participants will have the opportunity to enter into a commercial relationship with Diageo. Here, they will receive support to co-develop, validate, refine, and ultimately launch new products to the market. It’s a unique opportunity for tech startups to collaborate with an industry-leading beverage company.

Celebrating at home: The theme of the first cohort

Mark Sandys, Diageo’s Chief Innovation Officer, and Guy Middleton, Global Breakthrough Innovation Director, have expressed their excitement for the potential of Fusion. The theme for the first cohort is “Celebrating at Home”, allowing participants to explore new ways of how people relax, experiment, and entertain in their own spaces.

From AI-powered personalized product recommendations to virtual reality experiences that turn a living room into a music stadium, the possibilities are endless.