Diageo invests £5m in premium spirit push

Reserve Brands Group (RBG), the Diageo division which overseas the marketing of its premium spirits brands, is investing £5m in new Christmas activity.

Single Malt Whisky

It is launching a gift pack for Talisker single malt Scotch whisky, with RBG donating £1 to the Royal National Lifeboat Institute for every gift purchased. The brand will also be supported by print and digital ads.

A new gift pack for The Singleton single malt Scotch whisky is also launching together with press advertising and an experiential campaign aimed at driving trial and targeting 40,000 consumers.

For Smirnoff vodka, a new ‘Modern Gentleman Gift Pack’ will be sold exclusively in Selfridges. It will continue activity in publications such as GQ with an advertorial series providing male consumers advice on how to look, where to go and what to drink.

Diageo has also created gift packs for Johnnie Walker Blue Label blended scotch whisky and Tanqueray No.TEN gin which will be available exclusively at Harrods and Bill Amberg stores.

From this month, Ketel One vodka will work with Future Shorts, a short film label, to host five flagship screening events across the nation. The screenings will offer guests the chance to trial the vodka brand, with tastings and vodka martini master classes.

Kirsty Templeton, RBG senior brand manager, says:
“Loyalty to premium spirits is strong. For consumers, choosing a premium spirit is a deliberate lifestyle choice.

“Despite a tough economic climate, the consumer desire for treats and luxuries remains prevalent in the Christmas period, when people feel they deserve to splash out to ensure a special festive season. Last Christmas, premium spirits saw a 7% increase in share of total spirits.”

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