Diageo Great Britain has unveiled a new style of spirits serve for the UK on-trade.

The company said it is looking to target 'mid-tempo' consumption occasions.

The longer serve of 16 ounces, announced today (11 August) has been designed to have a masculine appeal with a bias towards consumers aged between 24 and 35-years-old.

"Spirits and mixers are currently the most profitable drinks category in the on-trade," said Philippa Dickson, category development director at Diageo GB. "With more people enjoying mixed spirit drinks during mid-tempo occasions, there is an opportunity for licensees to further drive sales."

The range is part of a GBP4.5m (US$8.5m) category development marketing programme just started by Diageo GB. The programme begins this month in selected bars and pubs throughout the UK and will run into September. Licensees will be supported with point-of-sale posters, coasters and bar runners.

The glassware range is available in a 16oz and 12oz glass. For the 16oz glass, Diageo recommends a 50ml or 35ml spirit measure with 180/200ml mixer, while a 12oz glass should have a 35ml or 25ml spirit measure with 113/125ml mixer.