Executive Summary
Objective: Bar Professionals have enormous power over which brands are served, how well they are served and the experiences our drinkers have when they go out. This paper tells the story of how Diageo pioneered a global digital ecosystem to educate and inspire Bar Professionals all over the world and in turn, unlock the potential of Diageo brands within their bars.
Scale of the task: Success demanded transformation. We faced multiple challenges all of which had to be overcome with a combination of vision and resilience.
- There are no reliable global numbers but it's estimated that...