Diageo launches on-trade winter spirits campaign

By Gemma McKenna

Published: 28 October, 2014

Diageo is looking to help bartenders cash in on the 39% sales increase spirits enjoy in wintertime with a new campaign based on 'inspiring serves'.

Diageo Diageo looks to boost on-trade spirit sales over ChristmasIt is sending out over 5,000 serving kits, complete with ideas for cocktails and hot drinks, to licensees across the UK to drive Christmas sales.

The idea is to help licensees maximise spirit sales during the busiest time of year - when over half the adult population visits the on-trade and consumers are prepared to up their spend.

According to CGA data from December 2013, spirits saw an increase in rate of sale by +39% over the Christmas period compared to an average month.

Diageo will distribute its winter spirits serve kit to over 5,000 outlets with high volume spirit sales. The kits include 20 Christmas drinks baubles and four Christmas tree sharing serve trays.

Ideas include stocking more premium options, offering cocktails - especially on Christmas party nights, and considering hot drinks such as Bailey's Hot Chocolate.

Faith Holland, head of category development for the on-trade, said: "Spirits drive over half of the additional drinks sold over the Christmas period, so there's a massive opportunity for licensees to maximise their spirits sales and capitalise on the festive period."

Diageo owns Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness among other brands.

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