Diageo autumn campaign promotes spirits as mixers

Diageo is rolling out an autumn campaign to drive spirit sales by highlighting how they can be used as mixers. It will focus on “autumn” drinks such as Pimm’s with apple juice and Morgan’s Spiced with cola.

The campaign, which has been created by Arc, will include press and sampling. It will also support Bell’s Whisky and Baileys.

The ads follow a recent survey by the group that found that many consumers lack the confidence and tools to mix spirit-based drinks at home, and this stops them from buying spirits.

Diageo says that it is asking retailers to merchandise the drinks that can be mixed together in stores, such as putting the rum brand next to cola or ginger.

Ali Wilkes, Diageo GB marketing manager for spirits says: “We are committed to growing the spirits category for retailers and much like our summer initiative we’re extremely excited that we’re able to offer a campaign which will help achieve this. As the seasons change, so do consumers tastes meaning they want different drinks to suit the occasions.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here