Spirits giant brings summer garden to drinks aisles

First Drinks is recreating a summer garden in supermarket aisles as part of a major sampling programme.

The company is encouraging consumers to mix key brands including Grant’s, Russian Standard Vodka, Sailor Jerry, Tia Maria, Cointreau, Mount Gay, Disaronno and Taboo.

The activity, which runs until August, is part of a £55 million marketing investment by First Drinks this year.

The Simple Summer Drinks campaign has already started in Sainsbury’s and will be extended in the coming weeks to Tesco, Asda and Morrisons.

A supporting POS campaign will include tear-off recipes and shelf barkers, as well as recipe leaflets in in-store magazines. Playing cards featuring recipes will be handed out to shoppers to encourage experimentation at home.

Marketing director Una McCullough said: “Summer is the second largest sales occasion after Christmas, accounting for 24% of annual spirits value sales, so it is vital that we work closely with retailers to exploit this opportunity.”

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