Colombian youth


Our Experience


Diageo – ASI Alliance Colombia Phase 3


Project Description

The Diageo-ASI Alliance Colombia is a partnership with Diageo, one of the world’s leading premium beverage companies, designed to empower youth, particularly young women, Afro-Colombians, and indigenous peoples, through increased job opportunities and improved living conditions. These population groups are among the most marginalized in Colombia and suffer from exclusion, inequality, poverty, discrimination, and displacement. Many are victims of the armed conflict that plagued the country for more than half a century.


With funding from Diageo, under its Learning For Life® initiative, ASI is using its signature Inclusive Employability model to address these social, economic, and political barriers to access formal employment. In 2016, the first phase of the program promoted the economic inclusion of 200 individuals in Barranquilla and Cartagena. The second phase of the program ran from late 2016 until early 2018 and successfully linked 600 additional youths to formal jobs. The third phase of this effort began in 2018 and will empower 1,350 vulnerable youths in the cities of Bogota, Barranquilla, Cali, Cartagena, and Medellin over the next three years.


Project Approach
Working with local partners, the project provides tailored training, innovative soft skills, and psychosocial support to 1,350 young adults in Diageo's supply chains, linked to the fast-growing hospitality and tourism industries. The project works through a five-step process:

  • 1. Identify job opportunities and form relationships with private-sector hiring partners—This first step sets the ASI/Diageo model apart as a demand-driven employment model. ASI and Diageo will only train the number of participants that the local market can later absorb in formal jobs.

  • 2. Raise awareness and selection of beneficiaries—In marginalized neighborhoods, ASI and Diageo will conduct campaigns and host job fairs, interview applicants, and select potential participants.

  • 3. Tailored job training—ASI and Diageo will train participants according to needs identified by hiring partners. In addition to training in industry-specific technical skills, participants receive extensive training in “soft skills.” This approach ensures that they obtain and sustain work at the end of their training.

  • 4. Job placement—In collaboration with the private sector, ASI and Diageo will place participants in current, competitive job openings.

  • 5. Monitoring—The project will monitor participants for four to six months after job placement to ensure that they are adapting to the new work environment and that the companies’ needs are met.


Impact and Accomplishments
Through the implementation of Learning For Life®, 80 percent of all youth that received training are placed in formal jobs in the hospitality and tourism industry, with over 65 percent women and 45 percent victims of the conflict. This project also serves to promote partnerships from different sectors of society to provide a differentiated approach to expand formal employment for vulnerable minority ethnic groups in Colombia. Learn more.




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