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Shaping the Future of Celebration at Home

Oct 25, 2023 | Food
Whiskey on a counter

Source Summary

Diageo unveiled its “Fusion by Diageo” Innovation Partnership Lab, in hopes of assembling collaborators for the next wave of digital products. It will focus on using AR and VR technology to transform the way people “Celebrate at Home.” The beverage company will seek 15 companies to join its 13-week program giving candidates access to Diageo’s industry expertise. Participants will develop concepts and ideas to impact the future of social celebration. Those with chosen concepts will then get a chance to work with Diageo to bring them to market.


Fusion by Diageo has the potential to unite leading innovators in the tech industry to create some next-gen consumer products. It provides tech startups an opportunity to grow their consumer base, work alongside business experts, and even partner with Diageo. The beverage company has an established global presence, with customers and clients from around the world. Exposure to Diageo’s network of resources can be huge for startups in the growth stage, still looking for ways to attract users and drive revenue.