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CommentWire
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A new marketing campaign by Diageo [DGE.L] explaining the absence of carbohydrates in four of its leading brands is designed to appeal to a wide range of spirits drinkers. By taking the cost of such advertising to the corporate level, no individual brand will bear the brunt of widespread national magazine advertising costs, but all are likely to benefit.
Published By Datamonitor
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22 Apr 2004 |
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CommentWire
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Diageo [DGE.L], the maker of Smirnoff, has announced a string of national cable ads with a simple message - zero carbs. As the fight for the Atkins dollar gets fiercer, spirit and beer marketers alike have begun to position their products as low-carb and diet-friendly.
Published By Datamonitor
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18 Dec 2003 |
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CommentWire
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Diageo plc has reported pre-tax profits of GBP1.37 billion for the second half of 2007, a 5.3% increase compared to the previous year. The alcoholic drinks producer has credited this growth to an increase in spirits sales in the US. However, in order to boost future profits, Diageo should continue to target the booming Asia-Pacific market and not be deterred by its current problems in the region.
Published By Datamonitor
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15 Feb 2008 |
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CommentWire
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Regulators have approved Diageo's acquisition of the Chinese baijiu drink brand, Shui Jing Fang, a deal that highlights China's growing importance in the global alcoholic beverage market. It also emphasizes the increasing influence of Chinese consumers on Western drinks companies, and raises the question of whether or not Eastern trends could soon begin influencing US and European drinking habits.
Published By Datamonitor
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05 Jul 2011 |
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CommentWire
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Diageo is set to launch a GBP2 million marketing campaign for its Smirnoff Vodka brand. The campaign will focus on the brand's history and heritage to create a feeling of authenticity, while also offering consumers the chance to win unique prizes. Although this widens the sensory appeal of the beverage, it may be more effective to experiment with the intrinsic attributes of the brand.
Published By Datamonitor
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27 Feb 2008 |
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CommentWire
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The move to reconsider Smirnoff Ice's advertising must be viewed in the context of slowing expansion in the FAB sector. Diageo [DGE.L] is unlikely to regain the kind of sales growth for Smirnoff Ice seen soon after its launch in 1999, but it can take comfort from the fact that FABs will consolidate their status as an established category in the overall alcoholic drinks market.
Published By Datamonitor
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11 Aug 2004 |
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CommentWire
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Gordon's Edge, an attempt to compete for younger drinkers' attention, has been withdrawn following poor sales. Now Diageo [DEO] is concentrating on Gordon's core strength - the gin's "refreshing" taste - in order to encourage not only sales of Gordon's, but also increased gin consumption across the board. However, in targeting younger drinkers, Diageo has set itself a difficult challenge.<BR />
Published By Datamonitor
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24 Jun 2003 |
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CommentWire
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Despite the challenging environment in Europe and the fact that its biggest competitors are to join forces, Diageo has a strategy in place to maintain its lead in the industry. Primarily, this involves capitalizing on the premiumization trend by introducing price increases, which could prove the perfect tonic to counter the growing threat of private label competition.
Published By Datamonitor
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11 Jul 2005 |
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CommentWire
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Diageo is considering offering financial help to either Pernod Ricard or Constellation Brands, which are involved in a battle to acquire Allied Domecq. Diageo is in a strong position, in that it has the requisite financial muscle to support either side in the bidding war. Whichever side it aligns with, it is well placed to enhance its own offerings by acquiring some useful brands from Allied.
Published By Datamonitor
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03 Jun 2005 |
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CommentWire
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Diageo [DEO] will see profits rise 6%, compared to its original target of 8-10%. This isn't surprising. As the market leader in a low-growth industry, Diageo cannot maintain near double-digit growth levels. Last year's 9% figure was due to Smirnoff Ice's US success - and it's becoming clear that the malternative's meteoric rise was a one-off.<BR /><BR />
Published By Datamonitor
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10 Jul 2003 |
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