Diageo has announced plans to target the over 40s in Germany, according to local reports. Handelsblatt said today (8 June) that the drinks giant is set to make the above-40 age group its new target audience in Germany to offset disappointing sales volumes of RTDs.

"We have not attended to that target group enough so far, even though it has an above-average income," Ulrich Metzler, the new general manager of Diageo Deutschland GmbH, told the newspaper.

The above 40 age group is to be targeted with a stronger marketing of Baileys, Smirnoff and classic malt whiskeys, the paper added.