Diageo is hoping to tap into the 'digital behaviour' of young adults to curb irresponsible drinking, with the help of tech start-ups.
The drinks manufacturer, which owns the Johnnie Walker, Bushmills, Smirnoff, Baileys, Captain Morgan, and Guinness brands, has launched Diageo Technology Ventures to improve its growth and streamline its business applications and challenges with the help of fledgling technology companies.
Diageo will continue to announce briefs for entrepreneurs and developers who, if successful, will receive $100,000 (£620,000) in funding as well as insight to the business.
Tackling irresponsible drinking was announced as the first brief as the venture programme opened this morning. It plans to announce a second funding programme for a solution to cut shop theft.
Syl Saller, chief marketing officer, said: "Tech start-ups and entrepreneurs are truly defining disruptive innovation, driven by an irrepressible appetite to experiment and a willingness to take risks.
"This programme will also further build our internal ability to move with pace and provoke a genuine entrepreneurial mindset in our pursuit of breakthrough innovation. It underlines our fundamental belief that through partnerships with forward-thinking start-ups and entrepreneurs we will deliver competitive advantage for our business."
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