The drinks giant is briefing businesses across the globe to help counter the problem and will fund multiple pilots to tackle the threat to retailers.
Further contracts will go to firms that help it develop technology to tackle irresponsible drinking. Diageo will “challenge applicants to tap into existing digital behaviors or utilise platforms already widely used by young adults above the legal purchase age”.
A group of executives including chief marketing officer Syl Saller will decide which emerging tech firms win a Diageo Technology Ventures contract.
Those chosen will team up with some of Diageo’s leading technology experts to develop the tools.
Saller said: “Tech start-ups and entrepreneurs are truly defining disruptive innovation, driven by an irrepressible appetite to experiment and a willingness to take risks. Diageo Technology Ventures allows us to access this world as we look to solve some of our biggest business challenges.
“This programme will also further build our internal ability to move with pace and provoke a genuine entrepreneurial mind-set in our pursuit of breakthrough innovation. It underlines our fundamental belief that through partnerships with forward-thinking start-ups and entrepreneurs we will deliver competitive advantage for our business.”