Categorized | Announcements, New Products, News, Spirits

Coca-Cola Enterprises and Diageo Launch Mixed Spirit Drinks Initiative

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Coca-Cola Enterprises and Diageo Great Britain are launching a long-term joint initiative in Great Britain to create mixed spirit drinks.

Over 10,000 free trade pubs and bars across the UK will receive point-of-sale materials and consumer marketing to promote Coca-Cola products with some of Britain’s best known alcoholic brands, including Gordon’s gin, Pimm’s, Smirnoff vodka and Bells whisky.

The companies have invested over £4 million in the initiative.

Dave McNulty, trading director on-premise at Coca-Cola Enterprises, said: “It makes sense for the leading spirit and mixer brands to work together to ensure consumers are getting the most out of their mixed drink experience and offers new opportunities for innovation across these iconic brands.”

He went on to say he was confident that the campaign will increase consumer interest and contribute to category growth.

Earlier this month, Coca-Cola Enterprises’ board of directors elected a new member – 56-year-old Phoebe Wood, who has over 30 years of experience in international finance and operations management.

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Saturday, July 22, 12:37 am

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