Diageo – Spirits Menus
Diageo is the world's leading premium drinks business with an outstanding collection wine and beer brands.
We designed a bespoke Spirit Drinks Menu design tool enabling independent pubs and bars to create appealing, engaging mixed drink menus, tailored to their bar and their consumers.
Diageo recognised that drinking behaviours in the UK are changing
- More food-based & ‘Lower Tempo’ drinking occasions
- More “sit down” occasions & fewer visits to the bar As a result wine, beer & soft drinks are the default choices, whilst spirits (the number 1 source of profit & value) are in decline.
Evidence shows that drinks menus can drive up to 30% increase in category sales.
What we did
- brand identity and design
- communications
We created a range of menus based around the four largest CDOS segments from the Diageo ‘Streetmap’ exercise, offering a choice of appropriate and seasonal design variants to each segment. The menus were designed to inspire consumers to choose mixed spirit drinks at table and at the bar, as well as educate on perfect serves and responsible drinking.
We then produced a range of sales tools and training tools to help the sales team to sell the idea to their customers.
Key benefits of our bespoke spirits menu design service
- Improve quality perceptions of each outlet
- Drive footfall
- Increase category share of most profitable category
- Increase category sales by up to 30%
