Diageo Bar Academy: An audacious digital experiment to unleash the power of bar professionals

Diageo, an alcoholic drinks company, pioneered a global digital ecosystem to educate and inspire bar professionals all over the world to increase sales of Diageo brands within their bars.

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 ecosys

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