Diageo updates off-trade spirits blueprint

15 May, 2009

Diageo GB has updated its Raise Your Spirits initiative, offering separate sets of advice to on and off-trade retailers.

Raise Your Spirits was introduced in May 2008 and is designed to attract new consumers to the category.

The off-trade advice is based on four "platforms": Ease of Shop, Build Everyday Relevance, Drink Better and Year Round Gifting.

Group category development manager Matt Woodhams said: “There is a huge opportunity for growth within the profitable spirits category in Great Britain, and Raise Your Spirits is our blueprint to help retailers benefit from this.

"We have encouraged the trade to put the Raise Your Spirits principles at the core of how they merchandise and promote spirits and we have seen extremely positive results.

"For instance, the results from a trial in August 2008 demonstrated that joint merchandising, which is recommended as part of Raise Your Spirits, drove 15% average spirits uplift in trial stores versus non-trial stores, and 5% on mixers."

Diageo explains the platforms as follows:

Ease of Shop - increasing the visibility and understanding of the spirits category; making the fixture more rewarding to browse

Build Everyday Relevance - ensuring the spirits category is relevant for a wider range of occasions, such as barbecues

Drink Better - maximising the value of the category through product knowledge

Year Round Gifting - retailers can maximise this platform by offering gifting options for more personal occasions such as birthdays, as well as gifts for corporate occasions.

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