DIAGEO is aiming to increase publicans’ loyalty to its Smirnoff vodka brand through a new on-trade promotion.
The campaign, which is set to run throughout this year, will see Diageo give away thousands of Smirnoff-themed prizes to trade customers as part of a £10 million investment programme in the brand.
Prizes, which are being offered based on sales activity and performance, include a year of Sky Sports and BT Sport packages, cases of wet stock every month for a year worth £1560, TVs and a range of Smirnoff point of sale items.
Louise McKerrow of Diageo said the firm hopes the campaign will “boost publicans’ engagement with Smirnoff and help them drive sales within this growing category”.
