A day in the life of a Diageo ‘futurist’

Spirited: Niall Mckee

Niall Mckee admits his “slightly nebulous” title can throw people off at parties. In his last job, managing innovation for Diageo’s single malts in Western Europe, a bottle of Dalwhinnie would do the explaining for him.

“I could say, ‘Here’s a bottle that I created from start to finish. Now it’s on the shelf.’”

Now, as the marketing manager for Diageo’s futures team, the task is a little harder. Mckee and his eight colleagues are tasked with...

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