Diageo launches menu maker for licensees

Diageo has launched a software programme to help licensees create customised spirit-mixer menus.

MenuMaker lets host list Diageo brands and spirits owned by other producers, as well as preferred cola brands. The main focus is "quality classics", such as a Gordon's Gin and tonic, rather than cocktails.

The final cost of the drink can be listed, rather than having separate prices for spirit and mixer, which Diageo said is a turn-off for some customers.

Diageo Great Britain's Candice Burton said: "The MenuMaker programme is designed to provide licensees with the right tools to help maximise spirit and mixer sales and drive growth within the spirit category, which is the most profitable drinks category for on-trade.

"By creating great-looking, bespoke menus for each outlet, which our sales team build with each licensee or group of outlets, we're aiming to make spirit and mixer drinks highly visible to customers in outlet to further drive purchase.

"Licensees can place the menus on tables in the pub to remind customers of the options available to them."

MenuMaker is currently available to venues selling one and a half nine-litre cases of spirits per week, listing Baileys and using Smirnoff and Gordon's as their pour spirits.

Diageo said more than 3,000 outlets will receive menus over the coming year.