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.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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