Diageo launched a new global initiative, Diageo Technology Ventures, a program “designed to solve existing business challenges and unlock new opportunities for growth by working with emerging technology companies and entrepreneurs.” Diageo has committed a $100,000 fund to support each pilot project for successful applicants’ projects. The first is a brief that seeks out technologies and platforms that can be used to help consumers to drink responsibly, tapping into existing digital behaviors or platforms already widely used by young adults above the legal purchase age. The second will look for solutions to support retailers and distributors in countering retail theft.