Diageo offers tech companies $100,000 to tackle binge drinking

Diageo is offering technology start-ups US$100,000 each to design programmes and platforms to tackle irresponsible drinking and retail theft.

Diageo is funding technologies that can tackle irresponsible drinking and theft in retail

The UK-based drinks group is offering the funding through its new global initiative, Diageo Technology Ventures (DTV).

Through the initiative, Diageo intends to partner with entrepreneurs and burgeoning tech companies to develop solutions to a series of drinks industry-related issues.

To begin with, Diageo is seeking applications from companies with ideas that can encourage consumers to drink more responsibly, by tapping into existing digital behaviour.

Syl Saller, chief marketing officer at Diageo, said: “Tech start-ups and entrepreneurs are truly defining disruptive innovation, driven by an irrepressible appetite to experiment and a willingness to take risks.

“Diageo Technology Ventures allows us to access this world as we look to solve some of our biggest business challenges.”

DTV will issue a number of briefs throughout the year, with the second focused on countering shoplifting, employee theft and organised crime in the supply chain.

Saller added: “This programme will also further build our internal ability to move with pace and provoke a genuine entrepreneurial mind-set 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.”

Diageo will decide on which pilot proposals to pursue in December. Those interested can find more information here.

The initiative follows on from the launch of Distill Ventures, the start-up spirits company mentoring and funding scheme backed by Diageo that launched in 2013.