The spirits of Christmas

Cocktails and food pairing take centre stage in winter campaign

Drinks giant Diageo has launched a cocktail-focused campaign targeted at driving spirits sales in the on-trade this Christmas.

Diageo Three Drinks
The #LetsCocktail campaign sees the drinks firm rolling out winter cocktail suggested serves for a number of its brands including Tanqueray, Gordon’s, Baileys, Captain Morgan Spiced, Johnnie Walker Red, Ketel One, Bulleit Bourbon and Smirnoff.
Diageo has created a range of serves that publicans can use over four ‘key occasions’ identified by the firm, including the ‘Christmas get together’, work party, ‘big night out’ and formal meal, as opportunities for operators to drive sales.
The firm is also encouraging operators to pair spirits with food this Christmas, claiming this could also drive sales over the festive period.
The #LetsCocktail campaign promotes spirits as the “perfect partner to any food-led occasion”. Diageo also highlights the “impressive profit margin” which the spirits category provides.
The winter campaign and suggested serves will be showcased online through social media channels using the #LetsCocktail tag, which Diageo said will “encourage consumers to interact with the campaign”.
Janel Fantania, commercial planning and activation executive for the on-trade at Diageo GB, said that with a number of customers “open to trying something new” this Christmas, the festive period is the “perfect time for licensees to make the most of their spirits offering and really take advantage of a time when customers are looking to treat themselves”.
“This year’s on-trade activity focuses on extending the occasion and inviting outlets to make simple serves that will play into festive occasions,” said Fantania.
“We recommend licensees plan well in advance, stock up on a wide range of the best-selling brands and premium variants, make spirits the perfect partner to their food-led occasion and remember the importance of extending the occasion.
“In a season brimming with various social occasions we want to see licensees celebrate their most profitable Christmas ever with the help of our #LetsCocktail festive activity.”