By Seb Joseph

Diageo is channelling innovations for all its brands around how they fit into the lives of drinkers rather than serving them different flavour extensions in a bid to lift the commercial impact of new launches.

Innovation has laboured to reverse the sales woes of the world’s biggest drinks maker though it is certain its new approach will woo consumers at scale. A focus on creating accessible drinks and not just premium alternatives is Diageo’s solution, which will try to show people different ways of drinking the likes of Pimm’s and Smirnoff.

The approach will look to lift more of the category than Read full story ›

Source: The Drum