Today, the London-based company behind Smirnoff, Crown Royal and Don Julio is unveiling a new facility dedicated to examining consumer behavior and generating industry insights to better position itself for the future. The Diageo Collaboration Center, a 17,000-square-foot space located on Diageo's campus in Stamford, Connecticut, is open to business partners ranging from retailers to distributors to agencies. "We see the opportunity to take all of the incredible resources we've developed over the last five to 10 years, in terms of understanding consumers and shoppers, and bring them to our customers, distributors and agencies in a way that stimulates a lot of great innovative thinking," Steve Wallet, Diageo's vp of category development, shopper marketing and ecommerce, told Adweek.