Diageo launches first hackathon in bid to tackle problem drinking
Diageo is planning a hackathon this weekend (8-9 November) challenging participants to find solutions that will encourage responsible drinking.
Run by the drinks giant’s innovation arm – Diageo Technology Ventures – the 60 ‘hackers’ from across the UK and Europe will be encouraged to build practical, easy-to-use digital tools that promote responsible drinking.
Syl Saller, chief marketing officer of Diageo and judge, said that addressing the problem of irresponsible drinking is an important area for Diageo, but that it doesn’t have all the answers.
“Gathering the best brains from the technology world and combining them with Diageo’s expertise is one of the many strands of our strategy to help ensure people drink responsibly. Who knows what that solution will look like, but that’s what the hackathon is for. It’s such an exciting project to be a part of,” Saller added.
Joining Saller on the judging panel is chief executive, Ivan Menezes and Nicola Mendelsohn, non-executive director of Diageo and vice president of Facebook EMEA.
They will choose one team from the hackathon this weekend to pitch their idea to Diageo Technology Ventures on 21 November and potentially receive a $100,000 grant to pilot the idea with Diageo.
The hackathon is held in partnership with Founders Forum, a network of digital and technology entrepreneurs, and EF, a school for technical entrepreneurs.
More information on the hackathon can be found on the website, while Diageo will be promoting the event via @Diageo_News and the hashtag #GoodNightHack.
Diageo is the latest brand to have run a hackathon. In August this year Westfield partnered with Decoded Fashion for a Future Fashion Hack which challenged participants to create a new way of enhancing the consumer experience, while George at Asda teamed with Wired for its first hackathon to develop new customer-focused products and services.