Diageo is launching a winter spirits marketing campaign to show the on-trade how ‘inspiring spirits and mixer serves can drive incremental sales throughout the winter period’.
Diageo’s vision through the campaign is to advise and inspire licensees on maximising their spirit sales during a period where over half the adult population visits the on-trade, and customers are looking to treat themselves. Last year, spirits saw an increase in rate of sale by +39% over the Christmas period vs an average month.
As part of the campaign, Diageo has created a new winter spirits serve kit, which will be distributed to more than 5,000 outlets, with high volume spirit sales. The kits include 20 Christmas drinks baubles and four Christmas tree sharing serve trays.
“Spirits drive over half of the additional drinks sold over the Christmas period, so there’s a massive opportunity for licensees to maximise their spirits sales and capitalise on the festive period,” said Faith Holland, head of category development on trade. “In a season bursting with social gatherings and a time where consumers are looking for new and exciting shared experiences, the new serving vessels will provide licensees with a unique and interesting drinks format to compliment the more festive spirit.”
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