Diageo announces Christmas plans for Gordon's

Published: 04 November, 2008

Diageo will capitalise on its partnership with Gordon Ramsay to drive awareness of Gordon's gin over Christmas.

Diageo will capitalise on its partnership with Gordon Ramsay to drive awareness of Gordon's gin over Christmas.

The drinks giant has said it will invest a "significant portion" of the £7 million ear-marked for the marketing of Gordon's in the run-up to the festive season.

Activity will include headline sponsorship of the Taste of Christmas event in December, visibility for the brand at the Good Food Show, and sponsorship of two of Gordon Ramsay's TV programmes.

The Taste of Christmas sponsorship deal will include more than £250,000 in media support, with Gordon's gin featuring in promotional material in the lead up to the event, as well as having a strong presence at the show.

This includes a spirit and wine tasting theatre, a Gordon's gin stand, presence in the Gordon Ramsay theatre and a co-branded logo featuring throughout the show.

The Good Food Show in Glasgow, London and Birmingham will feature strong visibility of Gordon's gin as a back-drop to Gordon Ramsay's popular culinary demonstrations, in the main theatres and at other key locations throughout the shows, as well as sampling.

Matt Campbell, senior brand manager for Gordon's, comments: "As one of the UK's favourite chefs, Gordon Ramsay commands a great deal of interest and respect from the general public and by associating with him through sponsorship of his TV work and presence at popular events, we aim to promote awareness of the superior quality of Gordon's gin, encouraging consumers to select the brand in-store."

The sponsorship of Gordon Ramsay's TV programmes is part of a £3.5million investment programme announced earlier this year for Gordon's gin.

Diageo's investment in the Gordon's brand is part of its £41 million investment this Christmas across a number of it brands.