Reserve Brands Group — the Diageo’s division for the marketing of its premium spirits brands — is investing £5 million in the Christmas promotion of Diageo products in the UK market.

New gift packs were released for some of these brands including Talisker, Singleton, Smirnoff, Johnnie Walker Blue Label and Tanqueray No.TEN. All launches will get a marketing support. For example, the Talisker brand in Christmas will be supported by print and digital ads, Singleton — by press advertising and the experiential campaign. As for Smirnoff, there will be more publications in magazines such as GQ with advices to male consumers on how to look, where to go and what to drink.

«Loyalty to premium spirits is strong. For consumers, choosing a premium spirit is a deliberate lifestyle choice. Despite a tough economic climate, the consumer desire for treats and luxuries remains prevalent in the Christmas period, when people feel they deserve to splash out to ensure a special festive season. Last Christmas, premium spirits saw a 7% increase in share of total spirits,» said Kirsty Templeton, RBG senior brand manager.

via Marketing Week