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In the fast-moving world of the drinks industry, staying relevant and meeting consumers where they are requires relentless innovation. And much like distilling whisky that may not be savoured for more than a decade, it requires investment and focus today, so that the rewards may be reaped in the future. Hear from Diageo’s Chief Innovation Officer, Mark Sandys, on how to build a culture of innovation from Day 0, and how a one-size-fits-all approach won’t work when innovating for the consumer of tomorrow.

Aged to perfection: innovating today for tomorrow’s consumer

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