Join the Spirits Revolution

By Robyn Black

- Last updated on GMT

Related tags Alcoholic beverage Drink

Diageo Spirits Revolution
You may have seen in the pages of the Publican's Morning Advertiser, or on the PMA’s website,this month that we are challenging the trade to generate a Spirits Revolution.

This marks the start of a new initiative between ourselves and spirits giant Diageo.

Spirits are worth £5.3bn to the UK on-trade currently and they are set to become even more important.

We have already seen a huge growth in this area.

The number of pubs serving cocktails has increased by a third between 2012 and 2013; drinkers are getting more adventurous (elderflower was still exotic five years ago); you can’t easily replicate good mixed drinks at home, and, as on-trade visits decline, “weekend millionaires” are living up to their name and opting for more spirits-based drinks.

At the same time pubs are becoming more important to the spirits industry.

In recent years spirits companies have chased high volumes quickly via the off-trade but we are now in favour again.

The industry has remembered what we can offer that a supermarket never can: positive associations between brands and great nights out; perfectly presented drinks; theatre of serve, and it’s cheaper to buy one drink than an entire bottle, which encourages trial.

Our initiative hopes to capitalise on all of this over the next year and beyond, so join us for the Spirits Revolution.

Related topics Spirits & Cocktails

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