New wine and spirits giant United Distillers and Vintners (UDV) has revealed it plans "significant" new investment to boost its brands and markets.
It is preparing to put more cash into advertising and marketing to increase sales, especially in the on-trade.
Core brands Bell's, Smirnoff and Gordon's will bear the brunt of the investment, with an increased spend on advertising.
But other UDV wines and spirits will also be developed through "substantial investment", such as in new market research.
The wines business, Percy Fox & Co, is also increasing its targeting of pubs, where it believes there is potential for more growth.
"There will be a significant investment of money in our brands over the next two to three years," Don Goulding, UDV UK managing director said.
"But we need to increase the total spend in the market as well."
The new company, created in the merger between Guinness and Grand Metropolitan, is barred from releasing more detailed plans until it announces its first annual results on September 24.
It officially started operating on July 1, with a combined portfolio of 95 brands.
It is already carrying out a major review of its advertising across all its markets.
This month it appointed a new agency, Carat, to handle its centralised £30m media buying account for UK brands.
Last month it announced a £50m investment as part of restructuring which sees the closure of plants in Scotland and 850 job losses.