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.”