Global Sustainable Innovation Programmes
Diageo Announced 'Fusion Allterra' as its Latest Program
Colin Smith — July 17, 2025
Diageo has launched Fusion Allterra, the sustainability-focused edition of its global open innovation programme, with applications opening in July 2025. The 11-week initiative will select up to 15 growth-stage start-ups and disruptors to co-develop scalable solutions alongside Diageo’s industry and sustainability experts. The programme’s two core themes—Sustainability in Gifting and the Future of More Sustainable Socializing—reflect Diageo’s aim to integrate environmental considerations into consumer experiences across its beverage portfolio. Fusion Allterra is scheduled to commence in September 2025 and conclude with an in-person Demo Day in December, where Diageo will evaluate concepts for potential pilot phases in its post-programme roadmap.
The structure of Fusion Allterra comprises two sequential phases: the first focuses on refining broader concepts, while the second is dedicated to developing detailed pilot plans for the most promising ideas. Participants must already have market-ready solutions and sufficient venture funding or alternative financial backing to support their involvement. Throughout the programme, cohort members will receive coaching, access to consumer insights, and opportunities to leverage Diageo’s proprietary expertise in sustainability innovation. By ending with a Demo Day assessment, Fusion Allterra aims to transition successful concepts into live pilot projects, reinforcing Diageo’s commitment to fostering external partnerships that drive meaningful progress in sustainable beverage experiences.
