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

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.

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