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Diageo and Coca-Cola in joint on-trade drive

Published:  08 March, 2010

Diageo and Coca-Cola Enterprises are to launch a joint campaign to build sales of quality, long mixed drinks in the on-trade.

The drive will start in April and include on-trade specific education programme, joint POS material and consumer marketing to promote serves including Gordon's and Schweppes tonic, Pimm's and Schweppes lemonade and Smirnoff and Coke.

POS will be designed so pubs can display finished spirit and mixer prices, a consumer need that came out in research for the project.

Consumer ads will run in print and on outdoor sites with the message "Always Better Together".

The campaign will target 10,000 free-trade pubs nationally.

Education programmes will be implemented both by Diageo and CCE sales teams.

The joint investment comes to £4 million, Diageo said.

Diageo GB sales director David Smith said: "Spirit drinkers tend to visit pubs in groups and spend more money per visit.

"Our commitment to licensees is to help them make more money by providing outlets with the ability to serve fantastic finished drinks and delight consumers.

"Diageo GB's work with CCE will see a great impact on category growth and should see repeat footfall for licensees."