Diageo is stepping up marketing and promotional activity in the UK behind its Johnnie Walker Black Label brand aimed at Indian consumers during the festive period.

The company's UK unit said today (17 October) that, from October to December, Johnnie Walker Black Label would have a strong physical presence in all major trade outlets, independent retailers and on-trade outlets which attract a high proportion of Indian consumers in the country.

The company will provide wholesale and retail outlets with new branding and visibility items, which will be supported by a promotion for on-trade customers building on the Johnnie Walker relationship with Formula 1 motor racing.

Diageo said Indian consumers historically have a strong relationship with Johnnie Walker Black Label, both in the UK and abroad, and over the past four years the brand had continued to expand its reach and relationship with its consumers in the UK through various campaigns.

"The Indian population in the UK demonstrate great loyalty to the brand, and we want to maintain our relationship with our consumers," said James Pennefather, marketing director for premiums and whiskies at Diageo GB. "Johnnie Walker Black Label as a brand is synonymous with aspiration, ambition, drive and ultimately success, all of which resonate strongly with Indian audiences."

Pennefather continued: "There are close to 12,000 Indian restaurants across the UK and a growing number of dedicated Asian bars opening up; it is critical that we provide them with the necessary materials and marketing support to actively promote Johnnie Walker Black Label."