Spirits maker to embrace wearable tech

You've heard of wearable technology—how about drinkable technology? Diageo, maker of such brands as Johnnie Walker Scotch whiskey and Guinness stout, is investigating the possibilities.

According to Simon Zekaria writing in The Wall Street Journal, “The world’s No. 1 spirits maker is looking for new ways to use technology to boost its drinks business and says it is ready to embrace any ideas that give it an edge in the competitive distilling market, from smartphone connectivity to wearable personal technology.”

Goals range from promoting responsible drinking to deterring retail theft. Zekaria reports that the England-based company, with over $6 billion in annual revenue, will invest over the next year in several pilot projects in conjunction with startup communities Founders Forum in London and Kite in San Francisco.

Thus far, writes Zekaria, the industry's technology focus has centered on marketing—for example, through partnerships with Google, Facebook, and Twitter. And Diageo offers a Guinness app that maps 6,500 pubs in the Republic of Ireland and Northern Ireland.

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