Kane's Beverage News Daily

Diageo North America launches a 17,000-square-foot “collaboration center.”

Visitors to the Center will leave with a heightened understanding of the trends currently shaping beverage alcohol purchase and consumption, which they can then apply to their strategic plans in order to unleash new levels of momentum for their business, and the category. Available year-round to invited guests, the facility represents the future of collaboration, Diageo said.

“We are focused on being consumer-centric and leading the industry in insight generation and leveraging data,” said Claudia Schubert, president, U.S. Spirits and Canada. “We’ve doubled down on our collaboration agenda with this state-of-the-art experience right here in North America. The Diageo Collaboration Center will be a gamechanger, transforming the way we share insights, collaborate and generate new opportunities with our customers, distributors and agency partners.”

Guests of the Center will participate in an individualized educational experience that spans two zones: “See It” which utilizes immersive technology to share trends and insights around the disruptive forces shaping society, and “Live It” which provides simulated examples from various purchasing occasions and consumer touchpoints, such as the home, bar and store.

Over the course of a day, guided by Diageo’s team of beverage alcohol experts, visitors will journey through eight unique rooms, all bringing to life concepts in ways that 2D presentation software simply cannot.

Blending the analog with the digital, state-of-the-art facilitation technologies and methods will enable attendees to see and live the future, taking a first step toward responding to the transformational wave of change on the beverage alcohol industry’s horizon.

“We set out to create a different type of meeting experience, where people could come together in partnership to think freely, innovate, brainstorm and feel unrestricted to take risks and come up with incredible new ideas,” said Steve Wallet, VP, category, shopper and e-commerce. “The Collaboration Center is all about understanding the consumer and the shopper, as well as recognizing what the true needs of our customers, distributors and agency partners are and how, through their experience at the Center, they will be able to advance their businesses in exciting new ways.”

Cocalero Negro (Intrepid Spirits) is the newest addition to the Cocalero family, a portfolio featuring premium South American-inspired botanical spirits. This new expression (700ml, $29.99, 295 ABV) boosts the spice level of its signature botanicals with the addition of Aji Panca and Locoto peppers. These chilis give it a rich, dark color and a slight kick.

“During my travels in South America, visiting Bolivia and surrounding countries, I was taken by the rich culinary traditions there, often involving the Aji Panca,” says John Ralph, CEO of Intrepid Spirits. “A deeper dive led me to historic references of the chili’s use by the Inca Empire in ancient ceremonies and rituals. I am delighted by the flexibility of the flavor profile—it pairs perfectly with everything from ginger beer to soda water, from margaritas to hot chocolate.”

Cocalero Negro, in deference to its South American roots, is inspired by a variety of Andean herbs and spices, including the Aji Panca. These peppers are a deep red when picked, showing a rich smoky tang and mild spice. When dried in the Andean sun they turn black and gain a further level of complexity, accentuating their depth of flavor. Aji Panca is a cornerstone of many traditional South American dishes.