Diageo and CCE have teamed up to launch a summer of celebration campaign and limited-edition packs of their spirits and soft drinks.

A £3.5m ‘A Celebratory British Summer’ push - which features outdoor, radio, press and digital activity- has been developed to encourage consumers to make long mixed spirit drinks. Limited-edition bottles with Union Jack designs are being rolled out on Gordon’s and Pimm’s bottles, Schweppes lemonade and tonic, and premix cans of Gordon’s and Pimm’s.

Last year’s Royal Wedding proved a great boost for the off-trade, said Diageo, with April 2011 bringing particularly strong sales growth for Gordon’s and Pimm’s.