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."




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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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