FWD partner: Unlock growth with Diageo One
Be in the know and grow your business with leading global premium spirits supplier Diageo’s trade-facing website
There’s a great opportunity for the beers, wines and spirits category within the convenience channel and we’re seeing more people tap into the category for on-the-go as well as to take home. With this in mind, it’s extremely important to get it right, and trade-facing websites can help with this by allowing for access to exclusive digital assets and promotional materials, toolkits and point of sale.
A huge 86% of business owners use at least six digital platforms to run their businesses.[1] To enhance support within wholesale and convenience, Diageo launched its trade-facing website, Diageo One, in February 2024, aiming to better serve convenience operators and act as a trusted category adviser to help grow businesses.
STAY UP TO DATE AND INFORMED
Once signed up to the site, you will be the first to receive the latest news about product launches and upcoming campaigns directly from us. For seasonal occasions, we have provided point-of-sale displays that call out the relevant occasion to help boost sales in store. For example, on Father’s Day, POS for Johnnie Walker Black Label was available ahead of time to help drive sales in the lead-up and across Father’s Day weekend. As well as this, signing up to the site gives you the opportunity to be involved with exclusive promotions. We have seen success with consumers receiving free items when they stock up, so we offered a free espresso martini glass gift with every purchase of Smirnoff Red Label.
With Diageo One, you can sign up to push notifications to be first to know exclusive news. We have recently launched Smirnoff Miami Peach, our peach-flavoured spirit drink. As the flavour of the moment, this new launch allows shoppers to experiment with different mixers to create their own peachy summer serve. Within the super-premium spirits category, we have launched our first CÎROC coloured liquid with new Strawberry Limonade, a shade of pink to mirror the Riviera experience and to complement any occasion.
HUB OF INSIGHT
The platform offers a hub of category insight to be driven into action through educating operators, as well as the following four core benefits.
1. Exclusive training
Gain expert advice and resources to help you enhance your knowledge and skill, as well as help you run your business the most effectively.
2. Category trends and insights
Build knowledge and confidence with industryleading insights and news. This can help with range reviews and assist with what to stock in store and how to arrange displays on shelf. During the summertime, we know that consumers are looking for on-the-go solutions, so we shift to have a focus on the ready-to-drink range, such as our Gordon’s Gin & Tonic cans.
3. Marketing support
Equip your business with everything you need to drive customers in and inspire them to purchase. Here you’ll also find case studies of our work with retailers, such as with our Guinness brand. We’ve worked with retailers to promote our sponsorship of the Premier League and help them to translate this in store by offering a bronze, silver or gold POS kit. With the retailers that we worked on platinum activations celebration that saw uplifts of sales – with Bobby Singh of BB Nevison Superstore reporting a 100% uplift.
4. Direct access to Diageo support
Receive all the help you need directly from Diageo.
REGISTER
To access latest news and insight from Diageo, register for Diageo One here.
convenience Diageo FWD members
