Diageo introduces a glass for the boys

Published: 23 July, 2008

By Dawn Cran
Drinks giant, Diageo, is launching a new 16oz spirits and mixer glass into the UK on-trade to take advantage of recent figures that show footfall within the on-trade has been increasing by 12 extra visits per outlet since early 2005.

The bigger size means a larger spirits measure and longer drink - Diageo recommends 50ml of spirit and 200ml of mixer - which is designed to appeal to consumers during mid-tempo' or low-key drinking occasions.

Male consumers are the main targets of this initiative, following research that found that the highball glass - currently the most popular option for spirits and mixers - was thought to be too feminine in style. The new glass has been designed along more masculine lines and the end product is the same height as a tulip pint glass, with a wide top and narrow base.

There is also a grid indentation near the top with five lines representing the five aspects of the perfect serve: spirit, mixer, glass, ice and garnish. Helen Hawking, consumer planner at Diageo, told Harpers: The grid was included because our research showed that men like

to have something to play with while holding a drink.'

In line with Diageo's strong policy on responsible drinking, it has been highlighted that this larger serve is still only 2.2 units of alcohol; lower than a pint of lager (2.3 units) and a 250ml glass of wine (3 units). Pubs and bars that take on the new glasses will be encouraged to publicise these alcohol content comparisons through tent cards provided in a starter pack from Diageo.

The pack will also contain a variable number of free glasses to give each establishment product trial, as well as details of where they can buy the glasses on a regular basis. Hawking confirmed: The glasses will be available to buy from all the standard glassware suppliers already known to licensees'.

There will also be 12oz glasses in the same style available for female consumers and for those who would prefer to stick with 25ml measures. It is hoped that in time the two sizes will become the standard spirit and mixer glasses across the UK, which will give the consumer greater consistency and better value for money - Diageo recommends charging double measures at 1 more than singles. The target for the first year is 18,000 outlets across the country.

This new campaign forms part of the 4.5 million budget that Diageo has dedicated to developing sales potential in the UK on-trade. In addition to the new glasses, the company has also built on its free ESP training courses for pub and bar operators, concentrating more on profit opportunity, new modules and consumer motivations. The new and improved course is called 360. Representatives from 45,000 on-trade licensed establishments have been trained through ESP courses since they began in 2001.

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