Diageo Archives - Event Marketer

Diageo Archives - Event Marketer

December 28, 2015

Smirnoff Parties with Aussies at Mini Festivals

To drive consideration among its dance music-loving, 18- to 24-year-old male target audience, Diageo’s Smirnoff Vodka in the summer of 2008 created unique mini-festivals within larger Australian music festivals called Area 21. Under the shade of an igloo-shaped band shell, festivalgoers were invited to imbibe at a fully operational bar, check out headline musical acts,...

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November 20, 2015

Diageo Woos Bartenders with a Shot of Education

Recognizing that its on-premise efforts don’t fly without buy-in from the men and women pouring the drinks, Diageo embarked on a dedicated effort to woo bartenders. To encourage bar staff to stock—and recommend—brands like Smirnoff and Tanqueray, the Bartender Initiative set out to provide an interactive education on Diageo products through 35 events in top...

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October 30, 2015

Diageo’s Tequila Education Initiative Takes Flight

Bartenders and nightclub managers know cool. So creating an event exciting and interesting enough to get them to give up their night off could have been a daunting challenge. That’s why Diageo went all out with its Flight Club bartender education initiative, hosting invite-only events in Chicago, Fort Lauderdale, Los Angeles and New York City...

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