The company’s net sales increased by 2% in Great Britain in the six months to 31 December, success that was largely driven by Diageo’s portfolio of reserve brands, according to country director Andrew Cowan.
Cowan says the reserve portfolio grew by 50% in the last six months, driven mainly by sales and marketing strategies around Cîroc vodka, scotch malts and Haig Club whisky, a partnership with David Beckham and Simon Fuller which is an effort to introduce new consumers to the scotch category.
“The impressive launch of Haig Club is bringing new momentum to the reserve portfolio and new consumers into Read full story ›
Source: Marketing Week
Industry News