Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer – a business built on the principles and foundations laid by the giants of the industry.

Not all Gondola Ends are created equal; proven by our New Generation design for Diageo in Checkers. Diageo was on a volume drive within their spirits portfolio during the 2018/2019 peak period. A trend report had revealed that liquor was growing ahead of CPG, driven by white spirits and craft beer, so competition was expected to be tougher than previous seasons. Our brief was to amplify Diageo’s portfolio offering as well as heighten awareness and consideration for all spirits in their stable. With the overproliferation of brands within the spirits categories, goal achievement demanded an enhanced presence.