GLOBAL: Diageo to launch new product via bartender competition

By | 4 March 2013

Diageo will launch a new product off the back of the marketing exercise

Diageo will launch a new product off the back of the marketing exercise

Diageo is set to launch a new spirit or liqueur as part of a competition for bartenders across Western Europe. 

The ‘Show Your Spirit’ initiative will see the winning bartender asked to co-create a new product that will be part of the group’s luxury spirits, or Reserve, portfolio, the company said today (4 March). The winner will get 5% of net sales for the first five years of the product launch, while another 5% of sales will go to a “bartender initiatives fund”, Diageo said. 

“By collaborating with bartenders we believe we can discover new opportunities and create a brand that could be the next big success story,” said Andy Fennell, Diageo Chief Marketing Officer. 

Entries for the competition are now open and the winning product will be unveiled at the World Class Global Final in July. 

Sectors: Product launches, Spirits

Companies: Diageo

View next/previous articles

Currently reading -

GLOBAL: Diageo to launch new product via bartender competition

There are currently no comments on this article

Be the first to comment on this article

Related research

Diageo Plc in Spirits (World)

Since the great recession of 2008/2009 Diageo has transformed itself, primarily through acquisition, from being overly focused on mature markets to a more balanced geographic split and if, as seems likely it gains control of UB Group’s United Spirits...

Related articles

just the Round-Up - The week in drinks

The top ten stories published on just-drinks this week:

INDIA: Empee Distilleries, United Spirits agree IMFL production tie-up

Empee Distilleries has secured a three-year contract with United Spirits to produce Indian Made Foreign Liquor (IMFL) for the Diageo-controlled company in the state of Karnataka.

Product Launch - US: Diageo's Ciroc Amaretto

Diageo has launched what it claims is the first Amaretto-flavoured vodka.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page