Spirits giant Diageo has launched its latest summer marketing campaign, with cocktail serves taking centre stage.
The activity focuses on driving incremental cocktail sales over the coming weeks through the firm’s #LetsCocktail initiative, which features a range of suggested serves, branded barware, POS and a digital toolkit providing advice for publicans looking to push cocktails this summer.
The digital toolkit also includes photos of a number of serves which licensees are free to use on their social media channels.
Faith Holland, head of on-trade category development for Diageo GB, said market penetration for cocktails is up “by more than a quarter” and the #LetsCocktail campaign will “help licensees tap into this lucrative opportunity by demonstrating the importance of delivering not only inspired serves but quality and value for money”.
“By utilising social media channels with #LetsCocktail we’re excited to see how increased social engagement will encourage sales and drive visits into the on-trade,” said Holland.