The Spirits Revolution launched earlier this year, encouraging licensees to inspire, sell and serve more spirits for greater sales.
Diageo is now calling for licensees and retailers to come together to drive overall category growth and capitalise on the estimated £1bn additional sales opportunity available across the category.
Since launching the Spirits Revolution in April 2014, Diageo has identified that within the spirits category, which is currently worth £9bn for the on- and off-trade combined (£5.3bn on trade, £3.7bn off trade), there is opportunity to drive a further 11% growth estimated to be worth £1bn incremental sales across both channels.
“The spirits world is changing, and trade channels can be part of and benefit from this new mixed drink culture,” said head of category development James Cragg. “We have identified incredible potential for growth in the category through increasing penetration and average weight of purchase across the on- and off-trade. For example, if retailers can get spirits in 3% of baskets or trolleys rather than the current 2.7%, and if licensees can sell four more drinks per outlet per day, this will drive £770m of a £1bn sales opportunity.”
Source: Diageo
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