The Free Your Spirits campaign will see a £1.5m investment in the distribution of free anti-theft kits, each one consisting of 48 caps and 1 detacher.
Free Your Spirits is a four-step plan to bring a range of spirits onto the shop floor, complete with POS material. Diageo believes that the campaign could help retailers increase spirits sales by up to 37%.
Paul Downing, channel director for route to market and convenience at Diageo GB, said: “Currently, buying spirits in a convenience store is often ‘inconvenient’ for the shopper. They are often behind the counter, difficult to see, browse and shop. The free kits have been very positively received and retailers are hugely impressed that there are genuinely no catches. We’ve only just launched and already we have converted 574 stores, placing us ahead of target. We are looking to convert 3,000 stores by June next year and with the current level of response, we’re set for success.”