Drinks giant Diageo has launched a campaign aimed at helping publicans to lift their sales this summer by introducing new cocktail and spirit and mixer serves.
As part of the campaign, the firm is rolling out 124,000 #LetsCocktail jam jar glasses to the on-trade to encourage operators to serve “eye catching” drinks.
The company has also unveiled a new range of suggested serves for summer such as ‘The Pimm Daddy’, ‘Good Ol’ Whisky Ginger’, and ‘The Minty Mashed Up Mojito’, which make use of a range of Diageo brands including Gordon’s, Captain Morgan Original Spiced Gold, Smirnoff, Pimm’s and Johnnie Walker Red Label.
Diageo’s summer campaign will be supported through POS materials as well as on social media via the hashtag #LetsCocktail. The social media campaign will offer consumers the chance to win prizes through Facebook, Twitter and Instagram.
Faith Holland, head of on-trade category development at Diageo GB, said operators should “consider all opportunities to amplify sales – from creating the perfect sharing pitcher, eye-catching POS and inspiring menus to food promotions and even outdoor games, making sure every occasion in summer is covered”.
Diageo has also launched a new website with hints and tips for bar staff to help them sell more spirits and maximise their profits.
The site can be found at spirits-revolution.com.