Joining The Spirits Revolution with Diageo
Identifying an untapped £600m+ sales growth opportunity within the spirits sector, the ‘Spirits Revolution’ campaign for Diageo – makers of Smirnoff, Pimms, Tanqueray, Gordon’s & Captain Morgan amongst others - was created to educate and encourage licensees to stock, sell and serve a broad range of spirits and cocktails.
The campaign included a media launch, disruptive media buying and a wide-reaching advertorial campaign, including a year-long media partnership with the Publican’s Morning Advertiser which showcased persuasive trade success stories to inspire take up.
1,200 licensees registered with the campaign during the first six weeks. To date, The Spirits Revolution has seen over 20,000 bar staff trained and the category enjoyed a 5.9% increase in total spirit sales in 2015, compared to the previous year.