Diageo Meet the Buyer

Mar 27, 2024

Market development

The Opportunity

We’re delighted to be supporting Diageo Home Brands to hold a Meet the Buyer event in Edinburgh on Wednesday 27th March.

Diageo are looking for new Scottish products and suppliers for their 12 brand homes across Scotland and their flagship Johnnie Walker experience in Edinburgh. More details on locations can be found here.

The brand homes are a special platform for Diageo to engage, entertain, and educate guests, with half a million people visiting annually.

Each brand home has an innovative retail space selling not only iconic Diageo brands, but unique and unexpected merchandise. Some of the brand homes also have food and beverage service which creates an additional opportunity for Scottish producers.

Diageo are particularly passionate about storytelling and are sourcing products that will enhance their guests' experience through connections to their brands and to the local community. Each venue has its own personality/theme and these are reflected in their retail and catering ranges which are different at each venue.

Diageo are looking for the following:

Story – tell a story with the people and products. Products with geographic links to one of the distillery sites, or to whisky in general are a bonus.

Sustainability – whether you use sustainably sourced ingredients or products, how you operate your manufacturing site, or the packaging used. 

Safety –SALSA technical accreditation is preferred. All applicants must have a Food Safety Management System in place (including HACCP).

Shelf-stable – Diageo require ambient items that come pre-packaged for their retail spaces. They also require food and beverage items that can be served in their bar/café areas, these items can be chilled, frozen or dry but require dates that are suitable for the food service industry.

What products are Diageo particularly interested in?

- Honey

- Tablet & fudge

- Chocolate

- Baked goods (shelf-stable)

- Cocktail ingredients (bitters, spice packs, garnishes)

- Preserves (chutneys, relishes, jams)

- Coffee

- Soft drinks

- Pastry items – Frozen or chilled

- Cakes – Frozen or fresh

- Soups – frozen, chilled or ambient

- Pre-packaged cheese for tasting options

- Ready-made canape options and canape shortcuts

Who is this opportunity for?


This opportunity is open to Scottish food and soft drink producers and manufacturers with ambition to supply Diageo in Scotland. No alcohol products please.


There is scope for producers to supply a single site, multiple sites or all sites and supply will be either direct to venue or via key supply partners, dependent on which is most practical and commercially viable.


Cost for participation


FREE for members of Scotland Food & Drink

£150 for non-members


Applications are now closed.

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