Magazine article Marketing

Diageo Forms Premium Arm in Strategy Switch

Magazine article Marketing

Diageo Forms Premium Arm in Strategy Switch

Article excerpt

Diageo GB is to overhaul its marketing strategy by using celebrity endorsement and opinion-formers to promote its portfolio of premium brands.

Diageo has established The Reserve Brands Group (RBG), which includes drinks such as Johnnie Walker Gold and Blue, Ciroc Vodka and Tanqueray No Ten, as an internal division to handle the first stage of marketing activity for the drinks

The RBG will enable Diageo to behave more like a small business and operate more effectively within the luxury goods market.

Word-of-mouth endorsement will form the basis for the marketing strategy, because Diageo is concerned that a more conventional above-the-line approach to communications would counteract the brands' elite image.

The drinks giant has appointed communications consultancy Exposure to handle marketing for the brands. It will also create a specific positioning for each of the individual drinks.

Society events will be targeted to introduce the brands to celebrities and trendsetters. RBG products will only be sold in London's top 100 bars and restaurants. …

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