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Diageo refreshes spirit of summer.
(From Off Licence News)
Byline: Laura Clark
Diageo is ploughing AGBP1.4 million into a marketing push for its core spirits brands this summer.
The drinks giant is hoping to encourage consumers to mix their own drinks at home by including recipe guides on bottles of Pimm's, Smirnoff and Gordon's.
Called Refreshing Tastes for Long Summer Days, the campaign will also include sponsorship of ITV Weather's UV updates during the early evening news, a national sampling push and a new website - refreshingtastes.com - which goes live in June and will include additional recipe ideas and offers. After Christmas, summer is the biggest season for spirits, with 36% of off-trade sales made between May and September, according to Diageo. "However, research has shown that many consumers lack the knowledge and ...
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