Diageo launches summer portfolio promotion

Andrew Pentol

23-Jun-2008

The cross-brand promotion will run across four regions and bring together a range of Diageo spirit brands

Liquor supplier Diageo has launched its first exclusive global travel-retail cross-brand promotion in the World Duty Free (WDF) store in London Gatwick airport's South terminal, bringing together its spirit brands from around the world. The promotion will run throughout the summer in Europe, the Americas, the Middle East, North Africa and Asia with brands depending on the region. The promotion is supported by scaled executions across travel-retail locations ranging from a full concourse bar to tasting tables, in-store shippers and point-of-sale branding. The summer 2008 portfolio targets non-shoppers and in-store browsers with the aim of increasing footfall.

The UK and European portfolio promotion focuses on leading brands including Baileys, Smirnoff, Gordon’s Bushmills, Pimms, Captain Morgan and Morgan’s Spiced. It features a “New York Bar Tips & Tricks" theme, with barmen providing sample cocktails and entertaining shoppers and non-shoppers with tips and tricks from New York cocktail bars. The UK promotion at Gatwick uses the same concept and gives shoppers the opportunity to enter a draw with the main prize a VIP trip to Manhattan. In the Americas, participating brands include Crown Royal, Baileys, Smirnoff, Tanqueray, Gordon’s and Captain Morgan. In the Middle East and North Africa, Smirnoff, Baileys, Captain Morgan, Gordon’s, Tanqueray and Cuervo are the participating brands.
 
Diageo marketing director Nick Robinson said: “This promotion is the first time we have embarked on a cross-brand themed activity that will work across all regions at the same time. Our primary objective is to target non-shoppers. We know this group isn’t inspired by discount offers that dominate the sector and this activity is an opportunity to target them in a more engaging way. We’re confident that it will also encourage the trial of new categories among existing shoppers.”
 
WDF head of category for liquor Fraser Dunlop added: “Diageo’s cross-brand promotion will be a new and exciting experience for our customers and will provide a great platform to highlight some of the world’s leading spirits.”
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