Diageo Great Britain is embarking on a pound;1.5m mission to unlock the potential of spirits sales through convenience stores, off-licences and independent retailers.
As part of the company’s “ongoing commitment to category development”, Diageo aims to increase the visibility of spirits and shopper accessibility through a new ‘Free Your Spirits’ campaign.
In particular, it will be helping retailers handle the problem of theft by distributing and implementing free anti-theft kits.
It is hoped the kits each consisting of 48 anti-theft caps and one detacher will give retailers the confidence to openly display spirits as opposed to hiding them behind the counter.
Paul Downing, channel director for route to market and convenience at Diageo GB, said: “Buying spirits in a convenience store is often inconvenient for the shopper. They are often behind the counter, difficult to see, browse and shop.”
More than 500 stores are already using the kits and the goal is to roll out 3,000 to stores by next June.
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