Diageo opens £1.5m brand archive

Diageo has opened a £1.5m archive for its major brands in Menstrie, Scotland. 

The Diageo Archive, which include the likes of Johnnie Walker, Tanqueray, Baileys and Smirnoff, has been expanded to store over half a million items including vintage advertisements and film and industry accolades from the last four centuries.
The collection, curated by a team of professional archivists, is claimed to be the largest alcohol archive in the world, with documents from 150 countries supporting 1,500 brands and nearly 200 production sites.
David Gates, Diageo’s global head of premium core spirits, said: “In a world where people are making purchase decisions based on brand authenticity we have access to an unparalleled wealth of heritage that underpins our brands as category leaders.”

“It is as fundamental to the business today, as it was when first built and continues to establish credentials, support global initiatives and set cornerstones for iconic brands such as John Walker & Sons Odyssey and Jonnie Walker Blue Label.”