Diageo Serves Up New Campaign Aimed at Shoppers†

As People Drink More at Home, Liquor Giant Focuses on In-Store Displays for Chilled Beer and Teaching Novices to Mix Cocktails

Wall Street Journal, April 7, 2009 — With people going out less often amid the recession and drinking more at home, Diageo is adding a twist to its marketing.

The company, whose brands include Johnnie Walker scotch and Guinness beer, is developing in-store displays to encourage shoppers to buy more of its products in supermarkets and liquor stores. Central to its approach is a plan to roll out big refrigeration units so stores can sell their beer chilled.