Diageo has revealed a £5.2bn opportunity across the total alcoholic drinks category, saying that by 2020, the market is predicted to be worth £46.7bn.

This growth will come from the rise in demand of premium lines, as more people opt to drink less, but better.

At the launch of its drinks report last week, Jennifer King, the company’s senior customer category manager for off-trade, advised that retailers take advantage of this by ranging according to flavours, so spirits such as whiskies, which are traditionally thought of as an ‘old man’s drink’, don’t seem as intimidating.

“For example, range whisky by sweet, fruity, spicy and smoky. In gin: herbal, fruity, juniper, citrus, floral and spice. This way, everything is made simpler for the shopper, using terms they understand.

“You can also inspire your customers by posting recipe cards near relevant ingredients, or make your own display with everything in one place, as 40% of consumers now serve cocktails before or after dinner when hosting,” she said.  

More recent news: Diageo launches new Smirnoff Infusions