Diageo Delivering flagship category-development across Europe and the globe

The word Diageo comes from the Latin for day (dia) and the Greek for world (geo) and this drives their ethos, Celebrating Life, Every Day, Everywhere. That‘s also a pretty good description of the work that WAA Chosen does alongside one of its longest-standing partners!

We're the engine room behind the award-winning Diageo Bar Academy, heralded as the gold standard training and advocacy programme in the drinks industry and one of the most proven in any sector in terms of efficacy; DBA delivers an average sales uplift of 17% for the venues that are trained.

With an international team of the world’s top drinks marketing experts, WAA Chosen has innovated DBA to be technology-driven and created a number of assets from live digital events to a downloadable TV show format, to ensuring that Diageo customers are always leading when it comes to trends, new thinking, expert advice.

WAA Chosen is now a trusted content creator for some of Diageo’s most famous global brands, with our experience, attention to detail, and commercial know-how boosting the sales of brands such as Smirnoff, Bailey’s, and Johnnie Walker, among many others.

Our knowledge of the complex on and off-trade ecosystems means we also partner with Diageo to design bespoke activations for their customers, from events and promotions to boost sales in pubs and bars, to eye-catching, sales-increasing point of sale in a grocery environment.