Diageo steps up Spirits Revolution with website and summer serves


Diageo jam jar

Diageo has launched a new website as part of its Spirits Revolution activity to help licensees make the most of the opportunity of selling spirits in their bars, pubs and clubs.

The website at www.spirits-revolution.com offers advice to both licensees and bar staff on ways to make simple changes that will deliver extra sales and increase profits.

At the heart of the website launch is the insight, extrapolated from CGA Strategy research data, that a spirit-based drink with a mixer can be the most profitable drink for a licensee.

It focuses on the three key pillars of the Spirits Revolution programme: inspire, sell and serve. It will encourage licensees to think about how they can inspire consumers to choose spirits, educate bar staff to upsell, and support them to achieve consistent quality through the perfect serve, every time.

It follows last year’s launch of the Spirits Revolution programme which aims to highlight the huge growth opportunity within the £5.4billion spirits category which is growing at 1.8% year on year.

Faith Holland, head of on-trade category development, said: “The spirits category has huge growth potential, and we launched our Spirits Revolution campaign last year to help licensees realise this opportunity.

“We are now launching Spirits-revolution.com to give all licensees access to ideas on how they can inspire, sell and serve more spirits. We hope licensees take advantage of this portal and use our advice to drive spirit sales within their outlets.”

As part of the Spirits Revolution campaign, Diageo offers licensees a chance to tap into its bartender training programme, Diageo Bar Academy, which provides accredited training to inspire bartenders and raise industry standard.

It coincides with the start of a spirits marketing campaign by Diageo for the summer, aiming to help the on-trade drive incremental sales with cocktails and new spirit and mixer serves.

It has launched 124,000 jam jar glasses (pictured) into the trade this month, under the banner of “Let’s Cocktail”, allowing licensees to serve eye-catching cocktails in quirky vessels. It is also providing advice on how to make the most of the warmer weather, including inspiring seasonal cocktail menus.

Its ideas include simply adding sliced cucumber or berries to iced water which creates something more appealing and encourages consumers to drink more water.

It also suggests that licensees offer various promotions, such as free sunscreen or discounted sharing plates with every pitcher, to make sure their customers are comfortable and stay longer.

Diageo’s new summer drinks ideas include cocktails with names such as The Pimm Daddy, Good Ol’ Whisky Ginger and The Minty Mashed Up Mojito, featuring Gordon’s Gin, Captain Morgan Original Spiced Gold, Smirnoff, Pimm’s and Johnnie Walker Red Label.

Faith said: “Summer is the perfect time for licensees to make the most of any outdoor space. Make sure you consider all opportunities to amplify sales – from creating the perfect sharing pitcher, eye-catching POS and inspiring menus, food promotions and even outdoor games, making sure every occasion in summer is covered.

“People are no longer content with standard drink options; they’re looking for new experiences and refreshing long drinks, especially over summer.

“With continued growth of 1.8% in the spirits category year-on-year, there’s a massive opportunity for licensees to drive the category even further with Diageo’s latest “Inspire, Sell, Serve” advice.”

Communicated through point-of-sale materials and the jam jar glasses, consumers will be encouraged to engage with Diageo’s summer campaign through social media and the hashtag #LetsCocktail, with the chance to win prizes through Facebook, Twitter and Instagram.

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