By Amy Looker

Diageo Australia is rolling out an off-premise summer promotion across five of its core spirit brands. 

The 'Summer Drinks' campaign is a cross-category initiative that will run from October through to February 2013 in a bid to make spirits front of mind for consumers, along with educating them on the best ways to prepare spirit-based drinks. 

"Part educational tool, part incentive, 'Summer Drinks' will focus on Diageo's core brands across different categories – Smirnoff No 21. Vodka, Bundaberg Five white rum, Pimm’s, José Cuervo tequila and Gordon's gin,” said a spokesperson for Diageo Australia.

"Key elements include a POS suite with tailored visual treatment for participating customer groups. Neck tags with nine simple recipes will feature on the campaign’s core brand bottles, and additionally, a sales driving consumer promotion will be on offer to add a little bit of theatre to the experience of serving mixed drinks – these include a punch bowl with server, an ice maker, a drinks infuser or a soda siphon."

The promotion will be rolled out to over 4000 bottleshops nationally and will also be supported by a social media strategy that will allow consumers to share their recipes and photos on websites including Facebook, Instagram and Pinterest. 

The campaign comes as Diageo throws invests heavily in its online presence, launching a massive search engine marketing campaign that will direct consumers to its new Mixtionary website.

The website reportedly features more than 200 cocktail recipes designed to showcase the company's portfolio of spirit brands.

The Mixtionary initiative is in partnership with Dan Murphy's online outlet, allowing users to order Diageo brands at the Dan Murphy's website based on cocktail recipes they've looked up online.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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