Benet Slay
Benet Slay, Managing director, Diageo GB
Corporate goal for the year?
Our main aim is to drive growth in our brands and their categories. To do this we need to have a multi-pronged approach, including delivering strong marketing and brand-building campaigns; driving quality through training; ensuring our sales teams provide our customers with the necessary support; delivering innovation and, of course, continuing to work in partnership with industry members to develop activity to combat alcohol misuse and promote a shared understanding of responsible drinking.
Any opportunity to grow your business?
Driving footfall has probably never been so challenging. But going to the pub still remains one of our country's favourite pastimes and they play a vital part in community life.
Ensuring people are offered a fantastic experience, service and products every time is really the only way we can boost trade. For us, we think part of the experience can be enhanced through the spirits category and delivering great-tasting long drinks.
People are increasingly going to the pub for a relaxed get together with friends, rather than a more high-energy evening out. Being able to better position spirits as a drink to enjoy on these occasions will obviously benefit our business, but considering spirits and mixers are the most profitable category in the on-trade they will deliver better profit for licensees as well. Spirits is also an area where the on-trade can really differentiate itself from drinking at home. There is definitely skill and knowledge to making a cocktail or long spirit drink.
If there is a downturn in the economy, how bad is it going to get?
The recent announcements by the Bank of England on lowering interest rates will help stave off some of the concerns, but I think it would be ignorant to say 2008 is not going to be a challenging year for the trade, though
it wouldn't be the first challenging year we
have faced.
Where's the light at the end of the tunnel?
The smoking ban, while creating some challenges for the on-trade, has also created opportunities. The landscape of the on-trade is evolving, and the occasions when people are visiting pubs and bars are changing.
The increase in people visiting pubs more
for meals has been well reported. Another trend is the increase in women going to pubs and people choosing to celebrate a special occasion at the pub.
These create an opportunity for the on-trade to ensure they are providing a great experience for their customers in outlet, have an exciting drinks menu on offer, provide great customer service and a great environment. People are becoming more and more discerning. As an industry we need to ensure we are offering people an experience that is aligned to this.
If political pressure increases, what's our best form of defence?
We take the problem of excessive drinking very seriously. Responsible drinking is a complex area and there is no single solution to reducing alcohol harm.
Diageo is committed to working with partners like the Government, trade associations, the Portman Group and others to develop programmes that promote responsible drinking and combat alcohol misuse. We are making a significant investment in the promotion of responsible attitudes to alcohol and are reaching more consumers than ever before with messages about responsible drinking.
Additionally, as a trustee of the Drinkaware Trust, I believe there will be a significant number of exciting initiatives on this front.
Biggest challenge your business faces?
There are a few, but probably the biggest is aiming to deliver growth in the face of some tough conditions. We have some big ambitions, but they are matched by some really exciting marketing and promotional activity.
Personal goal for the year?
To ski La Vallée Blanche in Chamonix (26km black run) twice - ideally in perfect sunshine.
Favourite quotation or business adage?
I love the Isaac Newton quote: "If I have seen further it is only because I have stood on the shoulders of giants."
