Fusion Allterra by Diageo – the next iteration of Diageo’s open innovation programme focusing on sustainability challenges

Today, Diageo announces the launch of Fusion Allterra, the sustainability-focused edition of its global open innovation programme. The programme is designed to accelerate innovation and growth through creating concepts with leading growth-stage start-ups and disruptors. Fusion Allterra will see the winning companies, alongside Diageo, co-create solutions that aim to deliver impact at scale that are focused on:

• Sustainability in Gifting

• The Future of More Sustainable Socializing

The 11-week programme will commence in September 2025, and Diageo is now accepting applications to identify up to 15 participants for the cohort. Participants will gain access to Diageo’s industry expertise and consumer insights, alongside speakers and coaching, to develop consumer-focused technologies. Chosen participants will already have innovative solutions in market, and have secured sufficient financial runway via venture funding or alternative means.

The programme will be split into two phases, the first involving broader concepts and refinement, and the second involving the development of a pilot plan. It will conclude with an in-person ‘Demo Day’ in December 2025, where Diageo will assess potential concepts to progress to a post-programme pilot phase.

Dave Lütkenhaus said: “It’s been great to see the innovative solutions that have come from the past two Fusion programmes, so we’re excited to bring this sustainability-focused iteration. With Fusion Allterra, we will work with innovators in growth-stage sustainability-led technologies, giving them access to our in-house sustainability and innovation experts, and for the successful participants the opportunity to scale their concepts. This is all about trying to create more sustainable consumer experiences"

For more information about the programme and the application process, visit www.fusionpartnershiplab.com. The deadline for applications is 10 August 2025.

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