Diageo launches programme to drive sustainability

Diageo has unveiled Fusion Allterra, the latest edition of its global open innovation programme, with a sharp focus on sustainability. Aimed at accelerating impactful solutions, Fusion Allterra invites growth-stage start-ups and disruptors to co-create innovations around two key areas: Sustainability in Gifting and The Future of More Sustainable Socialising.

The 11-week programme, kicking off in September 2025, will host up to 15 selected participants. These companies must already have market-ready solutions and secured funding. Participants will benefit from access to Diageo’s industry expertise, coaching, and consumer insights.

The programme is structured in two phases, concept development and pilot planning,  and will culminate in a ‘Demo Day’ in December 2025, where Diageo will assess the most promising ideas for post-programme pilots.

Commenting on the launch, Dave Lütkenhaus said, “It’s been great to see the innovative solutions from the past two Fusion programmes. With Fusion Allterra, we will work with sustainability-led innovators and help scale their concepts. This is all about trying to create more sustainable consumer experiences.”

Applications for Fusion Allterra are open now.