Diageo in Easter spirits push

26 March, 2010

Diageo GB plans to drive spirit sales this spring with its Perfect Easter, Perfect Choice campaign.

The activity aims to inspire shoppers to buy spirits in the run up to the Easter long weekend, when 90% of people plan to spend time with friends and family at home, according to Diageo.

The campaign will run in stores nationwide, with an initiative offering consumers the chance to win a £50 voucher when they buy any 1 litre bottle of Baileys or Baileys Flavours, Gordon’s gin, Smirnoff vodka or Bell’s.

Laura Pearce, shopper marketing manager at Diageo GB, said: “Easter is a key period for spirits sales and this year’s Perfect Easter, Perfect Choice activity brings together category, retailer and brand investment to create occasionality and drive shoppers into stores.

“The campaign offers added value and will drive awareness and excitement around spirits for the Easter occasion. As a result, we expect to see added sales uplift across the brands involved.”

Baileys, which features heavily in the campaign, has its second largest sales spike during the Easter period.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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