Diageo is launching an in-store drive to encourage consumers to serve more spirit-based drinks over the festive season.

Research showed 50% of Brits hosted festive events, but spirits accounted for 20% of the alcohol consumed at such get-togethers [Millward Brown, 2012].

The company hopes to encourage more party-goers to opt for spirits via a six-figure campaign next month featuring Smirnoff vodka & cranberry, Tanqueray gin & tonic, and Baileys on ice.

“Our Add Colour To Christmas campaign is designed to inspire and educate consumers about the spirits category at point of purchase,” said Katherine Abram, Diageo GB senior category development manager.