Diageo ‘hackathon’ seeks responsible drinking solutions

Diageo is to host a two-day “hackathon” challenging technical wizards from throughout Europe to create “easy-to-use” digital tools that will promote responsible drinking.

Diageo Technology Ventures will host a two day hackathon in a bid to promote responsible drinking

The event, scheduled to take place on 8-9 November, will task 60 participants with creating digital tools that “blend into the social flow of people’s lives”, and allow them to avoid excessive drinking and drink driving.

It is the first event to take place under the drinks firm’s global innovation programme, Diageo Technology Ventures.

“We can’t overstate the role and value of technology in creating the breakthroughs that will shape the future of our industry,” said Syl Saller, chief marketing officer of Diageo and hackathon judge.

“We started Diageo Technology Ventures to experiment and innovate with emerging technologies, and we are bringing the same innovation mind-set to encourage people to drink alcohol responsibly.

“We are passionate about this area, but equally we know that we don’t have all the answers.

“Gathering the best brains from the technology world and combining them with Diageo’s expertise, is one of the many strands of our strategy to help ensure people drink responsibly. Who know what that solution will look like, but that’s what the hackathon is for. It’ such an exciting project to be a part of.”

A panel of judges comprising Saller, Ivan Menezes, Diageo chief executive officer, and Nicola Mendelsohn, non-executive director of Diageo and vice president of Facebook EMEA, will be in charge of choosing the winning team.

The winners will then have the chance to pitch their idea to Diageo Technology Ventures on 21 November with the possibility of seeing their plans through to fruition with a US$100,000 pilot with Diageo.

“Technology plays an increasingly important role in the choices we make about how we live our lives,” said Brent Hoberman, co-founder of Founders Forum, Lastminute.com and Made.com. “Harnessing the considerable digital talent across Europe to tackle an important societal challenge means we will see great ideas that work in real life, not just on paper.”