Diageo GB was this year’s winner of the Federation of Wholesale Distributors Drinksummit Vase.
The award was established four years ago to applaud and reward the drinks company FWD members believe to be the most supportive and innovative in the sector over the past year.
FWD director general John Murphy said Diageo was a very clear leader and cited reasons for the win: “Great in-store activity, Christmas stock support, innovation in an old category and convincing the multiples not to break the multi-buy price on Bailey’s over Christmas.”
The award was presented by Murphy and FWD chairman Francis Ball to Paul Downing, RTM channel director of Diageo GB.
Downing said: “We are absolutely delighted with the recognition. It is the result of listening to what our customers and consumers want.”