Diageo GB has experienced a net sales increase of 8% after tapping into drinks trends and investing in innovative marketing campaigns.
Traditional household names Guinness and Gordon’s performed well in the company’s preliminary results, while sales were bolstered by Hop House 13 lager, which draws on the aesthetic of the craft beer trend, and innovations including Gordon’s pink gin and Tanqueray flor de Sevilla.
Diageo GB’s general manager Charles Ireland said Gordon’s pink gin was “attracting new consumers to the Gordon’s brand” while Tanqueray’s Sevilla orange essence infused offering was “tapping into the consumer interest in flavoured gin”.
Tanqueray’s overall popularity was boosted across the period, gaining a share in the category and providing a double digit net sales growth.
Net sales of Scotch also grew over the year, with a 6% boost driven by Johnnie Walker as well as others in the range.
Ireland added: “In May, Gordon’s launched the first ever TV campaign for Gordon’s Pink Gin and in March Guinness hosted its first Open Gate Bar at London Beer Week.
“Cîroc also celebrated the arrival of summer by taking over the window display of Selfridges’ flagship Oxford Street store to mark the launch of two, limited edition designs of Cîroc Summer Colada.”
The Johnnie Walker brand was similarly propped up by marketing – with the ‘My Edition’ online pilot allowing consumers to personalise their whisky.