Inexperienced premium spirit shoppers lack the confidence to shop premium spirits categories for their casual get-togethers. This lack of understanding is further compounded by the anxiety and risk associated with the financial outlay required for premium spirits. As a result shoppers always default to beer and wine.
Make our portfolio of brands within the whiskey, rum, and white spirits categories more acceptable for casual get-togethers by giving shoppers the information to confidently choose these brands.
The approach we have taken to our partnership with Carrefour aims to position Diageo products as the perfect way to add style to your party with ease. We are also encouraging markets to be innovative in their relationships with Carrefour and encourage cross promotions in store which can be achieved through promoting our products in and around other products that shoppers purchase for their get-togethers. Examples of these types of cross promotions are provided on the numerous wobblers in this toolkit. Artwork is set up so that copy can be interchanged locally depending on the offers for your market. We also encourage the usage of promoters in Carrefour to showcase how simple it is to use Diageo products to create a stylish get-together your guests will enjoy.