First Drinks, the leading independent drinks company, is investing in a major through-the-line campaign supporting the off-trade as part of a £50 million annual investment in its portfolio. The activity, which runs from May until August, aims to help maximise summer sales of spirits for retailers, focusing on the versatility and mixability of spirits and educating consumers on a host of simple serves to try.
The activity will take place throughout the summer across eight of First Drinks key brands – Grant’s, Sailor Jerry, Russian Standard, Disaronno, Mount Gay, Cointreau, Tia Maria and Taboo. The nationwide campaign will include activity in the big four multiple grocers – Tesco, Asda, Morrisons and Sainsbury’s as well as specialist retailers. It will encompass in-store promotional activity and POS materials, sampling and coupon offers, which will all be supported by a dedicated consumer website – www.in-the-spirit.co.uk/summerdrinks.
Sampling will take place in up to 45 of the top performing Tesco and Sainsbury’s stores around the country with an average of 1,500 customers sampled per day. This will be complemented by in-store promotions to drive spirits trial and grow awareness for the role of spirits in summer drinking occasions such as picnics and barbecues. Furthermore, it will inform consumers about the diversity of the First Drinks range and recommend the ideal spirit serve for any summer occasion.
Katie Rawll, Marketing Director for First Drinks, comments: “The ‘Get in the Spirit this Summer’ activity demonstrates our commitment to the trade in this crucial sales period. We’re working closely with retailers and expect the combination of prominent displays, promotions and in-store sampling activity to really engage consumers, help drive sales of spirits and bring new drinkers to the category during the summer.”
