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Diageo has launched Fusion Allterra, a sustainability-focused iteration of its global open innovation programme aimed at fostering collaboration with growth-stage start-ups and innovators in the beverage sector.

This new initiative seeks to accelerate the development of sustainable solutions that address key challenges in consumer experiences, specifically in the realms of gifting and socialising.

Set to commence in September 2025, Fusion Allterra will select up to 15 participants to join an eleven-week programme designed to leverage Diageo's industry expertise and consumer insights. The chosen companies will already have market-ready solutions and sufficient venture funding or alternative financial backing to support their participation.

The programme is structured in two phases: the first will focus on refining broader concepts, while the second will involve developing pilot plans for the most promising ideas. The initiative will culminate in a ‘Demo Day’ in December 2025, where Diageo will evaluate the concepts for potential progression into pilot phases.

Dave Lütkenhaus, a representative from Diageo, highlighted the successful outcomes of previous Fusion programmes: “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.”

The launch of Fusion Allterra aligns with the increasing emphasis on sustainability within the food and beverage industry, as companies seek to reduce their environmental impact and meet changing consumer expectations. By collaborating with start-ups, Diageo aims to enhance its portfolio of sustainable offerings and contribute to a more sustainable future for the industry.

As the deadline for applications approaches on August 10 2025, Diageo is poised to identify innovative partners who can help shape the future of sustainable consumer experiences in the beverage sector.