Asda promotes long drinks in Diageo tie-up

UK supermarket Asda has teamed up with Diageo and Coca-Cola to promote the consumption of long drinks over the summer season.

The aim of the campaign is to promote longer serves as opposed to shorter drinks, as well as upholding responsible drinking practices during a time of year where increased numbers of younger people are consuming alcohol.
 
Asda’s collaborative partnership with the two companies will allow customers to purchase a bottle of soft drink from the Schweppes mixers range, such as Coca-Cola and Schweppes tonic, plus any spirit from the Diageo range including Smirnoff vodka and Morgan’s Spiced rum, for £11.
 
This is the first time that Asda’s Beers, Wines and Spirits category has implemented such a promotion with two drinks companies.
 
Adrian McKeon, category director for Beers, Wines and Spirits at Asda, said: “Many customers hold the view that spirits and mixers should be drunk as short serves, but a spirit poured over ice, topped up with a mixer and served in a long glass is a refreshing option that keeps customers more hydrated and refreshed in the warmer months.

“Summer periods often mean younger customers enjoying summer parties and barbecue’s and as a subscriber to Drinkaware we take our responsible drinking commitments extremely seriously; the aim of this promotion is to strengthen the link between spirits and mixers in our customers’ eyes and encourage people to purchase them together”.
 
Some might question whether the promotion, which runs until the end of June, can really be classed in the “responsible retailing” category when it offers premium spirits and mixers at a discounted price, particularly in a promotion which aims to target young people.

Alan Lodge, 21.06.2010