In the latest MAD//Moments interview from this summer’s MAD//Fest, Diageo’s Global Innovation Manager, Will Harvey, told us how they keep brands like Guinness, Tanqueray, and Don Julio relevant. 

Will Harvey, Global Breakthrough Innovation Manager at Diageo, delved into the company’s forward-thinking approach in the latest MAD//Moments interviews from MAD//Fest London ‘24. Harvey unpacked the concept of “breakthrough innovation” and the importance of addressing consumer needs rather than jumping on tech trends.

“Our role is to build new business models and ways for our brands to engage with consumers,” Harvey explained. Positioned as the “digital R&D” team, he told Tom Ollerton how they explore new platforms and strategies to ensure iconic brands like Guinness, Tanqueray, and Don Julio remain relevant. “We don’t lead with the technology—we lead with a consumer problem,” Harvey emphasized, highlighting a focus on delivering practical solutions, such as AR/VR experiences and mixology education tools.

A standout topic was Diageo’s work within the “tequila ecosystem.” Harvey identified tequila as an increasingly versatile spirit, noting the Paloma cocktail as a rising trend. “Tequila isn’t just a shot anymore; it’s a fantastic core ingredient for cocktails,” he said. Diageo’s Don Julio bar at the event showcased this versatility, allowing attendees to experience premium tequila’s role in cocktail culture firsthand.

Ultimately, the discussion underscored Diageo’s mission to future-proof its brands by blending innovation with purpose. By addressing consumer challenges and embracing digital experimentation, the company is charting new paths for engagement while reshaping how its products are perceived and enjoyed.