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Guinness and Smirnoff maker Diageo is strengthening its marketing focus on supermarket sales rather than the on-trade channel to appeal more effectively to recession-hit consumers.
Diageo is gearing up for St Patrick's Day with a raft of special activity to celebrate Guinness' 250th birthday.
It will launch a marketing campaign for the off-trade, including PoS material and radio ads. A sampling programme is predicted to...
Diageo is developing new liquids, formats and packaging to boost its Guinness brand in the off-trade. Guinness marketing manager Paul Cornell said the focus was on getting the Irish stout "on to the nation's sofas" and making it a more...
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