Diageo
16 Great Marlborough Street,
London, W1F 7HS,
United Kingdom
London, W1F 7HS,
United Kingdom
44 20 7947-9100
Consumer Packaged Goods
Diageo Technographics
Diageo Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Diageo and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 30092 Diageo employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Diageo has purchased the following applications: SAP S/4HANA Cloud for ERP Financial in 2019, Infinite BrassRing ( Formerly IBM Kenexa BrassRing ) for Applicant Tracking System in 2014, SAP Concur Travel for Travel Management in 2013 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Diageo is running and its propensity to invest more and deepen its relationship with SAP , Infinite Computer Solutions , Benefex, a Zellis Company or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Diageo revenues, which have grown to $20.27 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Diageo intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Diageo Tech Stack and Enterprise Applications
Diageo ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | SAP ERP ECC 6.0 | SAP S/4HANA Cloud | ERP Financial | ERP | n/a | 2019 | 2020 |
In 2019, Diageo implemented SAP S/4HANA Cloud as its ERP Financial platform. The deployment was executed as a blue field implementation to migrate from SAP ERP ECC 6.0 to SAP S/4HANA Cloud, with a primary focus on consolidating core financial processing and ledger functions.
The implementation emphasized ERP Financial capabilities, with configuration and process design aligned to general ledger, accounts payable, accounts receivable, and financial close orchestration typical of enterprise finance workflows. Data migration was performed using a Near Zero Downtime data migration methodology, leveraging tools from SNP, and cutover orchestration was managed through S/4HANA Cutover Manager to synchronize technical and business migration tasks.
Integration architecture connected SAP S/4HANA Cloud to Sales Force, Concur, Workday, and ServiceNow, while preserving interfaces with SAP ERP ECC 6.0 during the transition. The middleware and interface layer included SAP PO PI, Opwise, and Mulesoft to manage cross system data flows, interface transformations, and reconciliation points between sales, expense, HR, and IT service management systems.
Governance and rollout discipline were formalized with a dedicated cutover management function. A S/4HANA Cutover Manager role is recorded from May 2024 to Present in the London area supporting hybrid delivery of cutover activities, and the program used structured cutover runbooks and coordinated middleware handoffs to sequence release tasks and minimize interface disruption.
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ERP Financial | ERP |
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2021 | 2022 |
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Expense Management | ERP |
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2013 | 2013 |
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Diageo HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Infinite Computer Solutions | Legacy | Infinite BrassRing ( Formerly IBM Kenexa BrassRing ) | Applicant Tracking System | HCM | n/a | 2014 | 2018 |
In 2014, Diageo implemented Infinite BrassRing ( Formerly IBM Kenexa BrassRing ) as its Applicant Tracking System to support corporate recruitment and talent acquisition. The deployment was provisioned to power Diageo’s public careers site and centralize candidate intake, providing a single point of application capture for roles posted on the site referenced in the public job portal.
The Infinite BrassRing ( Formerly IBM Kenexa BrassRing ) implementation emphasized standard Applicant Tracking System capabilities, including requisition management, candidate sourcing and profile management, resume parsing, configurable applicant workflows, interview scheduling and offer administration. Configuration work focused on career-site job posting templates, application form design, candidate status flows and role-based user permissions to align hiring team activity with recruiting processes.
Integration work explicitly included the careers website integration to channel applicants into BrassRing for tracking and processing, with candidate data retained inside the ATS for recruiter review and workflow progression. Governance centered on centralized recruitment workflow ownership, recruiter and hiring manager access controls, and compliance-oriented data capture rules to maintain consistent hiring operations across Diageo’s recruiting organization.
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Benefits Administration | HCM |
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2020 | 2020 |
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Compensation Management | HCM |
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2018 | 2018 |
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Core HR | HCM |
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2018 | 2018 |
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Employee Recognition and Rewards Management | HCM |
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2020 | 2020 |
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Employee Self Service | HCM |
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2021 | 2021 |
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HR Service Delivery | HCM |
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2022 | 2022 |
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Payroll | HCM |
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2012 | 2012 |
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Payroll | HCM |
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2015 | 2015 |
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Recruiting, Applicant Tracking System | HCM |
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2024 | 2024 |
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Time and Attendance | HCM |
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2012 | 2013 |
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Time and Attendance | HCM |
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2018 | 2018 |
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Video Interviewing | HCM |
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2020 | 2020 |
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Workforce Analytics | HCM |
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2019 | 2019 |
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Diageo ERP Services and Operations
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | Legacy | SAP Concur Travel | Travel Management | ERP Services and Operations | n/a | 2013 | 2013 |
In 2013, Diageo implemented SAP Concur Travel as its Travel Management solution. The project was led by the Global T&E Business Process Owner who carried end to end project management and operational responsibility across four regions globally, coordinating market HR directors and functional leads with Corporate Communication teams in the US and UK.
Implementation scope included travel and expense workflow configuration, data structure creation, and policy and KPI design, while five new interfaces were designed and built to connect Concur to surrounding systems. The program team introduced a new e learning platform, defining content, visualisation and coordinating third party vendors alongside the HRIS Academy team for global training and adoption.
The rollout incorporated a CCD Data Governance Project where the acting project manager analysed the top five data issues across order to cash, procure to pay and HR workstreams, ran workshops and delivered outcomes treating each issue as a discrete project stream. SAP Concur Travel was aligned with Workday employee data structures to support T&E processes and establish HR data governance, and BPO work with Accenture provided vendor data team and support function coordination.
Governance and operational control included project budget monitoring and reporting, resource allocation, global communication management, and KPI and SLA review and implementation to underpin BPO management and process delivery. The delivery model enforced end to end process ownership and operational excellence initiatives, with regular status reporting to internal and external stakeholders.
Documented outcomes included a 40 percent reduction in processing time for non SBM countries moved to the Diageo platform and the successful global deployment of new process structures while identifying local requirements such as African banking and statutory needs. SAP Concur Travel, as the implemented Travel Management application, was central to these programmatic changes and to supporting Workday alignment for global employee data.
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Diageo AI Development
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Generative AI Platforms | AI Development |
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2024 | 2024 |
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Diageo Analytics and BI
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Analytics and BI | Analytics and BI |
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2016 | 2018 |
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Diageo Blockchain
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Blockchain Platform | Blockchain |
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2024 | 2024 |
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Diageo Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Audio Video and Web Conferencing | Collaboration |
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2017 | 2017 |
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Collaboration | Collaboration |
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2020 | 2020 |
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Collaboration | Collaboration |
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2017 | 2017 |
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Diageo Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Digital Signing | Content Management |
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2021 | 2021 |
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Diageo eCommerce
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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eCommerce | eCommerce |
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2012 | 2012 |
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Diageo SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Demand Forecasting and Planning, Advanced Planning and Scheduling | SCM |
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2016 | 2016 |
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Supply Chain Management | SCM |
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2019 | 2019 |
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Warehouse Management | SCM |
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2019 | 2019 |
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Diageo CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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CRM | CRM |
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2009 | 2009 |
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CRM | CRM |
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2007 | 2007 |
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Customer Analytics | CRM |
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2012 | 2012 |
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Customer Analytics | CRM |
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2025 | 2025 |
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Customer Analytics | CRM |
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2023 | 2023 |
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Customer Analytics | CRM |
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2020 | 2020 |
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Customer Data Platform | CRM |
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2020 | 2020 |
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Customer Experience | CRM |
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2018 | 2018 |
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Marketing Analytics | CRM |
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2025 | 2025 |
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Marketing Automation | CRM |
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2020 | 2020 |
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Marketing Automation | CRM |
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2020 | 2020 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2015 | 2015 |
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Diageo EPM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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EPM | EPM |
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2015 | 2015 |
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Financial Consolidation and Close | EPM |
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2015 | 2015 |
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Financial Consolidation and Close | EPM |
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2016 | 2016 |
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Diageo ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2020 | 2020 |
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Application Performance Management | ITSM |
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2021 | 2021 |
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IT Service Management | ITSM |
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2019 | 2019 |
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IT Service Management | ITSM |
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2018 | 2018 |
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Diageo PLM and Engineering
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Intellectual Property Management | PLM and Engineering |
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2011 | 2011 |
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Diageo Procurement
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Procurement | Procurement |
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2015 | 2015 |
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Supplier Relationship Management | Procurement |
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2015 | 2015 |
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Diageo TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Governance, Risk and Compliance | TRM |
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2020 | 2020 |
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Governance, Risk and Compliance | TRM |
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2020 | 2020 |
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Risk Management | TRM |
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2015 | 2015 |
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Treasury Management | TRM |
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2014 | 2015 |
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Diageo PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Transactional Email | PaaS |
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2019 | 2019 |
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Diageo IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2014 | 2014 |
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Application Hosting and Computing Services | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2018 | 2018 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Diageo CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Identity and Access Management (IAM) | CyberSecurity |
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2021 | 2021 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2019 | 2019 |
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Diageo Internet of Things
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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IoT Platform | Internet of Things |
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2012 | 2012 |
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IT Decision Makers and Key Stakeholders at Diageo
| First Name | Last Name | Title | Function | Department | Phone | |
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| No data found | ||||||
Apps Being Evaluated by Diageo Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Diageo IT executives and key decision makers. This section highlights Diageo's latest recorded technology evaluations, including Cleeng for Subscription and Recurring Billing on 2025-04-02, Saviynt for Identity and Access Management (IAM) on 2025-02-05, and WePay for Payment Processing on 2024-08-22. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Diageo digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD Diageo Technographics
Diageo is a Consumer Packaged Goods organization based in United Kingdom,
with around 30092 employees and annual revenues of $20.27 billion.
Diageo operates a diverse technology stack with applications such as
SAP S/4HANA Cloud, Infinite BrassRing ( Formerly IBM Kenexa BrassRing ) and SAP Concur Travel,
covering areas like ERP Financial, Applicant Tracking System and Travel Management.
Diageo has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as SAP and Infinite Computer Solutions.
Diageo recently adopted applications including
Kantar Customer Analytics in 2025, DV Pinnacle in 2025 and Workday Recruiting in 2024,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Diageo’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Diageo’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Diageo technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.