Diageo on how it is adapting to changing night life habits

Diageo is adapting to changes in how and where people consume alcohol, identifying “chameleon spaces” such as festivals and non-alcoholic options as potential areas for growth.
Speaking at audience agency Protein’s 2016 drinks report briefing last night (28 November), the company’s head of culture and entertainment Leila Fataar said changes in night life “greatly affect” the business, but that it is determined to take a positive outlook.
These changes include