DIAGEO GB CONTINUES TO CHAMPION SPIRITS CATEGORY GROWTH
Diageo Great Britain (GB) has launched an updated format for ‘Raise Your Spirits’, its ground-breaking initiative to help drive major growth across the spirits category. Raise Your Spirits was introduced in May 2008 and is based on research which identified platforms to give the trade guidance on the best ways to promote spirits and attract new consumers.
The principles behind Raise Your Spirits have underpinned how Diageo GB has marketed its individual brands and cross category initiatives over the past year.
The format has been developed to help drive sales for licensees even further based on the learnings gained during that time. Rather than covering total trade, the new platforms are now targeted specifically towards the on-trade and off-trade separately, with the on-trade platforms being Ease of Choice, Build Everyday Relevance, Drink Better and Great Group Experience.
Matt Woodhams, Group Category Development Manager at Diageo GB, comments:
“There is a huge opportunity for growth within the profitable spirits category in Great Britain, and Raise Your Spirits is our blueprint to help licensees benefit from this. We have encouraged the trade to put the Raise Your Spirits principles at the core of how they merchandise and promote spirits and we have seen extremely positive results. For instance, a recent four week trial with 16 Whitbread sites implemented new initiatives from the Build Everyday Relevance platform, associating spirits with food. Pre and post dinner spirit drinks saw a volume growth of about +6% during this trial, in comparison with a category declining at –8% during the same period .
“As the world’s leading premium drinks business, it is essential that we lead the way in driving the spirits category forward, particularly during the current economic climate. In order to help licensees maximise their sales, we need to be able to provide the best advice and support that we can. It is for this reason that we have enhanced and evolved the areas of Raise Your Spirits that have worked best in the last year, as well as developing new areas.”
The four platforms for growth for the on-trade:
Ease of Choice – making it easier to see, choose and buy from the spirits category
The recommendations that licensees can activate in this area include: selecting the right range for your customers and the occasion, offering a clear display to draw attention to the spirits category supported by POS and menus, and displaying clear serve measures and finished product pricing to ensure consumers know exactly what they are buying.
Build Everyday Relevance – ensuring the spirits category is relevant for a wider range occasions
This area focuses on making the spirits category relevant for ‘mid to lower tempo’ everyday drinking occasions, such as having a quiet drink during a meal with friends or an after work drink. The advice to help activate this includes offering consumers a great tasting serve every time and creating and promoting relevant drinks for different seasons throughout the year.
Drink Better – maximising the value of the spirits category through product knowledge and personal reward
The recommendations to help licensees activate this platform include: encouraging consumers to select premium brands by educating them about their quality and heritage, and creating new and exciting long mixed drinks and cocktails.
Great Group Experience – putting spirits at the heart of a great night out and creating “unique experiences” for consumers
This platform is focused on creating a ‘special experience’ and advice includes offering spirits category solutions that enhance specific outlet led events, as well as key annual calendar events such as Christmas and Easter.
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