#LETSCOCKTAIL SAY DIAGEO
Diageo has rolled out its latest summer spirits marketing campaign to help licensees tap into the profitable cocktail opportunity. #LetsCocktail is an initiative aimed at helping outlets drive incremental sales over the summer period, and the campaign is supported by cocktail serves, branded barware, PoS and a digital toolkit which provides advice and photo assets for licensees to use on their social channels, enabling them to communicate with customers on a multi-faceted level and entice them into visiting their outlets. Anchored in #LetsCocktail branding, the PoS, jam jar glasses, stirrers and promotional chalk boards all use the hashtag mechanic to encourage consumers to share their cocktail experience through social media.
Faith Holland, Head of On-Trade Category Development, Diageo GB says, “Cocktail penetration has increased by more than a quarter, with spirit penetration up at 69.2%. Our activation will help licensees tap into this lucrative opportunity by demonstrating the importance of delivering not only inspired serves but quality and value for money. By utilising social media channels with #LetsCocktail we’re excited to see how increased social engagement will encourage sales and drive visits into the on-trade.”