Drinks giant Diageo has launched a summer spirits campaign designed to help licensees tap into the lucrative cocktail market.
The Smirnoff and Gordon’s owner said its #LetsCocktail initiative features “inspiring” cocktail serves, branded barware, point of sale material and a digital toolkit to help operators drive incremental sales over the summer.
The digital toolkit includes advice and images for licensees to use on social media to help them communicate with their customers, while the point of sale material includes jam jar glasses, stirrers and promotional chalk boards all featuring the #LetsCocktail hashtag for consumers to use on social media.
Summer serves being promoted as part of the initiative include a Pimm’s Cocktail, Vodka Cranberry, Johnnie & Ginger, Gin & Tonic, Captain’s Mojito and Bloody Mary.
Faith Holland, head of on-trade category development at Diageo GB, said the popularity of cocktails is continuing to grow, giving licensees a “real opportunity to secure repeat custom”.
“Our activation will help licensees tap into this lucrative opportunity by demonstrating the importance of delivering not only inspired serves but quality and value for money,” said Holland.
“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.”