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Distill Ventures updates strategic vision

Drinks accelerator programme Distill Ventures has updated its branding, website and strategic vision to mark its 10-year anniversary.

The company is celebrating its 10th anniversary

As part of its strategic expansion, Distill Ventures will release a number of ‘spotlight reports’ over the next year.

The data-backed reports will delve into future trends, spanning category expansions such as new-to-world and American whiskey, wellness and moderation through no and low, and the global evolution of consumers.

Furthermore, the company has updated its identity to be more modern, along with its website overhaul at

“We have always had founders at the core of everything we do,” said Heidi Dillon, CEO, Distill Ventures. “Our new identity more fully bridges our expertise in product and commercial know-how into a modernised human-centric approach expanding beyond the pot-still image into an elevated expression of drinks.

“Building on 10 years of experience, expertise and industry leadership, we’re looking forward to the next decade building and scaling a portfolio of truly outstanding brands.”

Diageo is the exclusive investment partner of Distill Ventures.

Since Distill Ventures was established in 2013, more than US$300 million has been invested in founder-led brands.

The company launched its Pre-Accelerator programme in 2021, designed to recruit diverse entrepreneurs into the world of drinks.

“Distill Ventures has always been on the forefront of new thinking and industry disruption,” said Allie Warren Chinn, global head of marketing and communications. “At the heart of this is our work with diverse founders uniting entrepreneurs from different backgrounds and drinks categories.

“Our newly elevated identity joins these exceptional liquids across categories, activating the power of people, partnership and our shared ambition.”

In February this year, the accelerator company invested in two women-owned drinks businesses: Jackson McCrea Whiskey and Ume Plum Liqueur.

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