menu

Spirit Brand Taps Bartenders To Create New Luxury Alcohol [Video]

Spirit Brand Taps Bartenders To Create New Luxury Alcohol [Video]
Advertising

Inside the UK innovation center, a group will develop and test their ideas before one is chosen to be produced.

Emma Hutchings
  • 24 may 2013

Diageo is opening its innovation center to a group of bartenders, who are competing to create a new spirit to be sold in Western Europe as part of their luxury brands. Since the bartenders are closer to the consumer, Diageo is hoping to tap into their insight on popular drinks and trending liquors.

The company received more than two hundred ideas from bartenders about what kind of spirits might attract affluent drinkers. Four were chosen to be developed and tested under lab conditions this week.

Diageo Invites Bartenders To Create New Luxury Spirit [Video]

The one that comes out on top will be further researched before going into commercial production, and could soon be on the shelves next to Diageo’s other drinks like Johnnie Walker and Baileys.

The Telegraph reports that the contenders includ a spicy spirit distilled from Sake, an English whiskey blended with vanilla and blackberry juice, a spirit made from tea leaves, and a new take on Dutch gin. Ravi Jakhodia, marketing manager for Diageo’s innovation business in Europe, told them:

We wanted to tap into the insight from bartenders. They could be coming up with innovations that we might not have seen because they are closer to the consumer.

 

Diageo

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology december 2, 2016

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children december 2, 2016

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel december 2, 2016

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Penny Baldwin

Marketing, Branding, Business, Technology

Food december 2, 2016

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture december 2, 2016

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport december 2, 2016

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed december 1, 2016

Communications Officer: What This Holiday Season Means For Millennial Shoppers

Dallas Lawrence of the Rubicon Project shares why holiday cheer is all about likes, views and retweets

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated december 2, 2016

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Retail december 2, 2016

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

Fashion december 2, 2016

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work december 2, 2016

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing december 2, 2016

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Arts & Culture december 2, 2016

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment

Automotive december 2, 2016

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

No search results found.