Diageo invests in autumn campaign

28 August, 2008

Diageo is ploughing £300,000 into a campaign promoting some of its spirits as ideal autumn drinks.

Using the tagline Time to Savour Mellow Spirits, the push will include print advertising, sampling and POS such as posters and tear-off recipe wobblers. It follows research commissioned by Diageo which showed many consumers lack the confidence and tools to make spirit-based drinks at home, dissuading them from buying spirits.

Among the serves being promoted are Bell's Blended Scotch whisky and ginger, Baileys Irish Cream on ice, Pimm's Winter mixed with warm apple juice and Morgan's Spiced and cola. To boost sales, retailers should merchandise the ingredients together, according to Diageo.

Marketing manager Ali Wilkes said: "As the seasons change, so do consumers' tastes, meaning they want different drinks to suit the occasions. Autumn is a time when consumers like to relax with friends and families, so we've highlighted the products which are most relevant and that will give retailers the best profit opportunities."

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Is blended Scotch overshadowed by single malt in retailers?

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