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.