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Diageo
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Product Development
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JRC has provided technical support and project management
on a variety of global packaging and dispense innovation projects for Diageo
Plc, a leading brand beer, spirits, wines and cocktails business. The main work
centres being; Bishops Stortford, UK; Stamford, USA and Tokyo, Japan.
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diageo.com
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Pushing Innovation
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Diageo Plc is the world’s leading premium alcoholic drinks
manufacturer and is committed to delivering significant incremental business through brand innovation. The packaging and dispense innovation team
based in Bishops Stortford will play a key part in achieving this ambitious
target. The innovation team develop new primary packaging designs and concepts for both new to world drinks as well as
establish brands. This could include a striking new bottle or can shape, or it could be a new dispensing system for
draught beers and spirits. Recent examples include Baileys Mini’s, Baileys Glide, For Coffee Mixers and Flash Ice
(Smirnoff Ice Slush).
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Business Challenge
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Competition driving better interaction.
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The innovation target is ambitious and requires good
creativity, good project management, and excellent interaction between the
liquid development team, the brand teams and marketing. In a highly competitive market innovation is
critical to maintaining market share.
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How JRC Helped
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Provision Of Flexible Resource
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Late in 2003, the number of projects within the Global
Packaging and Dispense Innovation Team at Bishops Stortford exceeded the
available capacity. To maintain the development initiative a JRC Project
Manager was brought in to manage a number of the innovation projects, some well
developed others at the start up phase. By early February 2004, an additional JRC Project Manager was bought in
to manage a range of innovation projects in the USA. One of the projects is the development of a new, unique
bottle/dispenser to serve a branded spirit with a hint of fruit flavouring, the
key being to ensure the two liquids only mix at the point of dispense,
maintaining the correct mix ratio to the very last drop. A second project that has turned into three separate work
streams is a ground breaking new method for serving draught quality
Guinness. The target is to sell an additional 1m hectolitres of Guinness a year world wide by the end of 2007! This has involved concept generation, supplier
liaison, prototype manufacture and testing, consumer testing, global supplier
evaluation and selection and market launch.
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Value Delivered
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Projects On Target
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All projects handled by JRC are on target, the design
concepts are much admired and we are delivering the promised rewards.
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Contact Us
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To enquire about applying our services to your business send us an e-mail
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We have offices in Europe, North America and Asia Pacific. Locate our office addresses here
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