How Diageo is rethinking the customer experience

Looks at how poor sales and new threats have forced drinks giant Diageo to re-imagine the customer experience at several of its brands.

Baileys was “pretty much tanking” in 2014/15, according to Ben Sutherland, chief digital officer at drinks giant Diageo. But, perhaps counter-intuitively, that gave the liqueur brand some breathing space. “I think what it did was allow...