Diageo launches bid to boost autumn spirit sales

Using the tagline “Time to Savour Mellow Spirits”, the campaign is backed by a £300,000 investment that includes print advertising, experiential sampling and in store POS.

The campaign follows on from Diageo GB's summer initiative and focuses on drinks relevant to autumn occasions, which are seen by consumers as “mellower, quieter and more intimate moments”.

Serves include Bell's Scotch whisky and ginger, Baileys Irish cream liqueur on ice, Pimm's Winter spirit drink and warm apple juice and Morgan's Spiced rum and cola.

Print ads and advertorials will appear in a wide range of national supplements and magazines.

A range of themed POS materials, such as posters and tear-off recipe wobblers, will also be available to create maximum impact in-store.

Ali Wilkes, Diageo GB marketing manager for spirits said: “Diageo GB is committed to growing the spirits category for retailers and much like our summer initiative we're extremely excited that we're able to offer a campaign which will help achieve this. As the seasons change, so do consumers tastes meaning they want different drinks to suit the occasions.

"Our research shows that autumn is a time when consumers like to relax and enjoy relaxed moments with friends and families, so we've chosen to highlight the products which are most relevant and that will give retailers the best profit opportunities.”