Diageo invests in autumn campaign

28 August, 2008

Diageo is ploughing 300,000 into a campaign promoting some of its spirits as ideal autumn drinks.

Using the tagline Time to Savour Mellow Spirits, the push will include print advertising, sampling and POS such as posters and tear-off recipe wobblers. It follows research commissioned by Diageo which showed many consumers lack the confidence and tools to make spirit-based drinks at home, dissuading them from buying spirits.

Among the serves being promoted are Bell's Blended Scotch whisky and ginger, Baileys Irish Cream on ice, Pimm's Winter mixed with warm apple juice and Morgan's Spiced and cola. To boost sales, retailers should merchandise the ingredients together, according to Diageo.

Marketing manager Ali Wilkes said: "As the seasons change, so do consumers' tastes, meaning they want different drinks to suit the occasions. Autumn is a time when consumers like to relax with friends and families, so we've highlighted the products which are most relevant and that will give retailers the best profit opportunities."




Bookmark this


Site Search

COMMENT

Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter