Case Study: Diageo accelerates vodka innovation with Domus

Diageo launches 3 vodka innovations globally with Domus

Diageo, one of the world’s largest spirits producers, faced intense competition from new vodka offerings in the market. They turned to their brand advocacy agency, Domus, for support in innovating both product extensions and new-to-world vodkas at a rapid pace.

Domus implemented its zero-based innovation system, which involved evaluating existing intellectual property and industry practices while partnering with scientists. They developed numerous vodka concepts and tested the winning ideas with various demographics and trade channels. As a result, Domus successfully helped launch two core brand line extensions and one new-to-world vodka globally for Diageo.

Diageo