Diageo says ‘Let’s cocktail’ in bars and pubs this summer

Captain Morgan Mojito

Diageo is saying “Let’s cocktail” this summer by offering cocktail recipe ideas, branded barware and other point-of-sale and digital support for the on-trade.

The #LetsCocktail initiative aims to help bars and pubs to drive incremental sales during the summer as part of its activities to highlight the opportunity from spirits.

POS materials, jam jar glasses, stirrers and promotional chalk boards all use the #LetsCocktail hashtag to encourage consumers to share their cocktail experience through social media.

It will be backed by a digital toolkit at TheBar.com with advice and photo assets for licensees to use on their social channels.

Diageo’s summer cocktail serves include Pimm’s Cocktail, Vodka Cranberry, Johnnie & Ginger, Gin & Tonic, Captain’s Mojito and Bloody Mary.

The initiative follows findings from research group Milward Brown that nine out of 10 people agree cocktails would make their summer social get-togethers more special.

Faith Holland, head of on-trade category development at Diageo GB, said: “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.”

It follows CGA Strategy findings that cocktail penetration has increased by more than a quarter, with Kantar research showing that spirit penetration is up at 69.2%.

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