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2020 Brave Awards winner, Diageo Bar Academy

An audacious digital experiment to unleash the power of bar professionals
Objective: Bar Professionals have enormous power over which brands are served, how well they are served and the experiences our drinkers have when they go out. This paper tells the story of how Diageo pioneered a global digital ecosystem to educate and inspire Bar Professionals all over the world and in turn, unlock the potential of Diageo brands within their bars.
 
Scale of the task: Success demanded transformation. We faced multiple challenges all of which had to be overcome with a combination of vision and resilience.
  • There are no reliable global numbers but it’s estimated that there are over 600,000 bartenders in the US alone. We needed to not only reach but engage and inspire bar professionals in their millions in multiple languages around the world.
  • We had innovate in how we communicated and embrace technology to achieve scale, leveraging new and emerging channels in multiple formats.
  • And, we had to become learning experts in addition to being experts on our categories and brands, creating entirely new types of content for a new audience...

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