To support and drive its new Spirits Revolution initiative, Diageo were looking to create a ‘destination hub’.
Diageo wanted to grow the total spirits category sales by inspiring licensees to focus on spirits. They targeted a growth in spirits share of Total Beverage Alcohol from 24% to 34% and a larger share of the spirits category (currently 38%). They wanted a platform to provide direct advice to licensees on how to drive spirits growth in their outlet. Lack of a web portal made it difficult to communicate the pillars of ‘inspire sell serve’ that underpinned this campaign, which also hampered the drive to a deeper engagement with the end goal of becoming ‘the place to go to grow spirits sales across Europe’.
We worked with our sister agency PSONA to build a destination website that was designed to appeal to a wider audience and brimmed with downloadable content to inspire bar managers and other on-trade partners. Diageo’s goal was to get the partners more involved with the booming ‘mixed drinks’ culture and see their collective profits soar. This project was a fully-responsive build.
The site delivered an engaging experience that quickly set the context, style and objectives of both the site and the proposition. The website focused on three key areas of “Inspire”, “Sell” and “Serve”, thereby encouraging licensees to inspire consumers to choose spirits, educate bar staff to upsell, and support them to achieve consistent quality through the perfect serve, every time.
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