The drinks giant’s initiative, running throughout this year in partnership with the Publican’s Morning Advertiser, aims to boost the spirits category and give pubs help and guidance to maximise sales from mixed drinks.
"The coffee revolution has happened despite predictions from some that no-one would ever pay more than 60p for a cup. The persistence of the so-called coffee entrepreneurs mean that people are now willing to pay more for personal, quality experiences.
"There are similarities with what we are trying to achieve with the Spirits Revolution," Mashru said.
Exploration
Diageo estimates that if licensees can encourage consumers to choose spirits on more occasions and increase average spend through upselling, then an additional £660m in value could be unlocked from the category.
"We would like to establish a mixed drinks culture with exploration and fun the norm. We want to stir a new generation of spirits connoisseurs,” Masru added. “The vital ingredient is for the trade to join the Spirits Revolution.
"The on-trade is where the theatre and vibrancy of mixed drinks lives. Let’s make barstaff the stars of the show, sell and serve brilliantly, and inspire consumers to drink more spirits."