New Diageo winter campaign aims to shake up spirit sales

MattRussell Smirnoff C opt

Diageo has launched its latest winter multibrand campaign to inspire and advise the on-trade how to create innovative spirit serves and consider food pairings to drive incremental sales throughout the winter period. As part of the activation Diageo has launched #LetsCocktail to tap into the social media opportunity and encourage consumers to interact with the campaign.

The company hopes the campaign will inspire licensees to consider spirits as the perfect partner to any food led occasion and capitalise on the impressive profit margin opportunity within the category. Last year the average on-trade outlet sold an additional 569 serves vs. an average month – half of which were spirits and saw premium spirits sales grow by 16%. The activity will showcase new winter serves created with top selling Diageo brands, including Tanqueray, Gordon’s, Baileys, Captain Morgan Spiced, Johnnie Walker Red, Ketel One, Bulleit Bourbon and Smirnoff and be supported by the hashtag #LetCocktail.