Magazine article Marketing

Diageo Plans Pub Push to Buoy On-Trade Sales

Magazine article Marketing

Diageo Plans Pub Push to Buoy On-Trade Sales

Article excerpt

Drinks giant Diageo is plotting a marketing initiative to help rejuvenate the flagging pub trade.

The activity, dubbed 'Love the Pub', is designed to increase footfall and boost pubs' appeal to a wider demographic so they are used during the day and not just in the evenings.

It follows a grass-roots campaign by Stella Artois owner InBev called 'Love Your Local', which ran from July to October in London pubs this year and featured actor and landlord Jason Flemyng. The activity was designed to highlight the role pubs have in promoting community spirit and responsible enjoyment.

The brewers and pub trade are facing unprecedented pressure; according to the British Beer and Pub Association (BBPA), pubs are currently closing at a rate of 36 a week.

Between July and September this year, the on-trade sector sold 104m fewer pints than in the same quarter in 2007, which represented the biggest third-quarter fall in a decade. Off-trade figures for 2008, however, are at a 10-year high, with year-on-year sales from June to September up by 2. …

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