Diageo: Spirits To Fit Your Lifestyle

Diageo, a multinational beverage company based in the UK, revisited its product claims in order to appeal to consumers leading increasingly mindful lifestyles, increasing year-on-year sales by over 12%.

A Mindful Movement

More so than ever, consumers are drinking more mindfully, choosing alcoholic beverages that align with a wellness-focused lifestyle.

Spirits, however, were being left out of this growing trend.

Beer and wine were dominating with promises of low cal, low carb, clean and natural ingredients:

+37% sales growth of the no or low alcohol category 2020 vs. 2019

The majority say it’s difficult to find spirits that align to their mindful preferences resulting in purchases of:

  1. Wine (50%)
  2. Beer (48%)
  3. Spirits (39%)

Spirits were plagued by a “Mindful Myth”

People believed their only cocktail choices were limited to...

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