This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
First Drinks gets in the spirit of summer
First Drinks is undertaking a major summer investment programme in the off-trade called Get in the Spirit this Summer.
The campaign, which runs from May to August, seeks to drive summer sales of eight spirits in the group’s portfolio such as Grant’s, Sailor Jerry, Mount Gay and Russian Standard Vodka.
The scheme will operate nationwide and focus on educating consumers about the flexibility of spirits, whether served straight or mixed. Tesco, Morrisons, Asda and Sainsbury’s are all participating.
In-store promotions and point of sale materials will be available in all stores and 45 of the top performing Tesco and Sainsbury’s stores will conduct tastings of the spirits in question.
Katie Rawll, marketing director for First Drinks, said: “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.”
Rupert Millar, 26.05.2010