Diageo challenges suppliers with innovation programme

The company has created a set of 10 briefs for suppliers after consulting with stakeholders, including marketers, designers and packaging technologists, as to what their packaging aspirations would be.

Approximately 60 new and existing suppliers have been invited to Diageo’s Edinburgh offices in April to obtain the briefs and find out what the company hopes to achieve.

The company was keen to include suppliers that it has not previously dealt with and who may not have worked in the drinks sector before.

“We see this as a great vehicle as innovation isn’t just down to us,” said Diageo’s packaging technology manager of the premium packaging technology division, Gary Crawford.

“We believe our suppliers are an untapped resource of innovation.”

Suppliers will be given six weeks to respond to the briefs. A summer showcase at the company’s Edinburgh office is planned to present the results of the programme.

The programme has now been closed to suppliers.

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