Diageo launches Smirnoff Red Cups initiative

17 May, 2017

Smirnoff is set to issue thousands of ‘Red Cups’ POS kits to retailers across the country, challenging them to create inspiring, in-store displays to be in the with the chance of winning £1,000.

The initiative, aimed at the convenience channel, will take place throughout May, June and the first half of July.

Retailers will be invited to take a photograph of their creative POS displays and email them to the Diageo team. Ten of the stores that meet the criteria will each win a £1,000 prize.

Additionally, shoppers who purchase Smirnoff Red 70cl or litre will receive 10 Smirnoff Red Cups and a unique code which they can use to enter themselves into a prize draw to win one of 20 pairs of Virgin V Festival tickets.

Claire Kendall, senior customer category manager, Diageo GB, said: “Vodka is the biggest spirits category in convenience, with a 48% share of total spirits value sales. Our mission is to help retailers make the most of this huge opportunity by helping them to inspire and engage their customers with eye catching displays during this key summer period, while also raising category visibility and driving impulse sales.

“The aim of the competition is to encourage retailers to demonstrate best practice in their stores and we really look forward to seeing and sharing the results and rewarding the winners.”

Competition entries should be emailed to redcups@smirnoff.com by 15 July to be in with a chance of winning. Winners will be announced via email on 18 July. 




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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
total a

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