​Consumer goods company Diageo is set to link its supply chain with its customers, which it explained at the Logistics and Supply Chain Conference in London

Adam Smith, one of the directors at Diageo, is responsible for tracking sales throughout the company's supply chain and he is part of the transformation team there, reports Logistics Manager.

He spoke at the conference, telling the audience that the company is changing its supply chain in order to drive growth, volume and profitability.

Diageo is the producer of some of the world's most famous drinks brands, one of which is Guinness, so it's important to the company to create a strong relationship with its consumer.

The business aims to make and improve products according to the culture and preferred trends of its end customer, hence why the supply chain is so important.

Smith commented that "until the pint of Guinness is in someone's hand, it isn't sold," giving a sharp insight into the company's processes.