Diageo aims to expand its Spirits Revolution initiative to capitalise on an estimated £1bn additional sales opportunity across the category.
Initially launched to inspire licensees to reconsider their spirit offerings for added profits, the same strategy is being promoted to the off-trade to demonstrate that simple factors such as range, merchandising and visibility can deliver similar benefits.
The spirits category is currently worth a total of £9bn – £5.3bn in the on-trade and £3.7bn in the off-trade – but Diageo believes there is an opportunity to drive a further 11% growth should retailers and licensees tweak their sales techniques as per the advice of the Spirits Revolution.
Hundreds of licensees have already registered their interest online at spirits-revolution.com, ahead of the official site launch in the Autumn.
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