Diageo is investing a whopping £25m across its five leading brands in the run-up to Christmas as it eyes a bigger cut of the £3.5bn spirits market.
Smirnoff, Baileys, Bell's, Bushmills and Guinness will share a slice of the festive fund that will be invested behind heavyweight advertising and in-pub activity.
According to the company, on-trade spirits sales in December last year accounted for 12% of the annual total.
Russell Jones, category development director for Diageo, said: "While the actual number of visits to the on-trade doesn't see a significant increase over the Christmas period, consumers tend to spend longer in outlets, with events such as Christmas parties and celebrations.
"Spirits suit these occasions - last December spirits accounted for one in four drinks in the on-trade. On special occasions consumers are prepared to spend around 13% more per visit."
Key Christmas activity across the range
l Two new Baileys variants - mint and caramel - will launch with a £2.5m spend in October, following their debut in supermarkets. An additional £3.5m will go towards marketing the Baileys range.
l Smirnoff will get a £3.5m boost, including a £1.2m on-trade push. The whole package will comprise TV, press and outdoor advertising, plus kits containing ice buckets, T-shirts and posters for pubs.
l A £1.2m budget will be split between
whisky brands Bell's and Bushmills, with the focus on new print adverts. A campaign entitled "Rich in flavour" will spearhead Bell's activity, while Bushmills will be promoted as "Irish at its best".
l The £3m fund for Guinness has been earmarked to emphasise the brand's rugby connection. Plans include the roll-out of 15,000 promotional kits to pubs.