Diageo is aiming for a global expansion of Yeni Raki

Diageo is aiming for a global expansion of Yeni Raki

Diageo is looking to double Yeni Raki volumes in the UK as part of a global expansion for the Turkish aniseed spirit brand, its Turkey MD has told just-drinks.

The company is targeting annual volumes of 200,000 litres in the UK within 12 months, up from 100,00 this year, Galip Yorgancioglu said. Diageo also plans to expand a newly-launched UK and Germany marketing campaign to Australia, France and the US in the next three years.

Yeni Raki, which according to Impact Data figures from this year is the world's top-selling aniseed beverage brand, has been listed in UK supermarkets Tesco and Asda since last year. In January, the 45% abv spirit will move from the supermarkets' ethnic spirits category to regular. The company is currently in talks with Sainsbury's over a future listing.

Speaking on the sidelines of the campaign launch in London last night, Yorgancioglu said the UK is a prime market for Yeni Raki because of its high levels of tourism to Turkey.

“People go to Turkey, try Yeni Raki for the first time and like it,” he said. “Then when they come home they want to be able to buy it again.”

The 'Unrush Your World' campaign will roll out in London, Berlin and Cologne from next month and include on-trade, digital and outdoor activations. Elif Goktas, international marketing manager for Diageo's Turkey unit, Mey Içki, told just-drinks the campaign has a six-figure budget.

Yeni Raki was brought into Diageo's portfolio when it acquired Turkish spirits producer Mey Içki for US$2.1bn in 2011. Germany is its core export market with annual volumes of 1.3m litres.