A former employee of both Diageo and Pernod Ricard has secured the backing of a former senior executive at each brand owner for her spirits-focused technology business.
Sylwia Fitch started her career in beverage alcohol just over 20 years ago, joining Pernod Ricard’s business in Poland as a junior brand manager for Wyborowa vodka. She left the group at the end of 2010, having moved to London to become global senior manager for blended scotch Chivas Regal at the group’s Chivas Brothers division, and joined Diageo as head of marketing for MENA based out of Dubai.
The entrepreneur, who founded DeLux two years ago, has recruited Vanessa Wright from the former and Ian Wright from Diageo as investors in the “digital product passport” concept. Vanessa Wright spent 28 years with Pernod Ricard, mostly at Chivas Brothers, before becoming group chief sustainability officer for six and a half years. She left the company at the start of last year.
Ian Wright’s time at Diageo, meanwhile, came to an end in 2014 after 14 years with the brand owner. He sat on its executive committee for six years in his capacity as corporate relations director. As well as investing in Delux, he is also the chair of the business.
Specific details about the pair’s investments were not disclosed.
Based in London, DeLux is developing what it claims is “the first industry-wide digital product passport” that it claims will “transform authentication of luxury spirits”.
“The DeLux solution integrates blockchain, AI and its proprietary supply chain sensor framework to create tamper-proof, instantly accessible product records that follow each spirit bottle from raw ingredient sourcing through to consumer purchase, and beyond,” the company said.
DeLux is yet to bring its concept to market, focusing for the time being on the “first phase” roll-out of its “roadmap dedicated to spirits”.
