Diageo Aiming to Make Cocktails “Cool Again”

Dear Client:Diageo is going to great lengths to tap into the new off-premise trend where consumers are increasingly drinking at home instead of bars and nightclubs. As you know, consumers tend to opt for beer or wine when drinking at home, and not spirits or cocktails. An article in BusinessWeek magazine states: “Diageo says it will continue to plug its Smirnoff, Jose Cuervo, and other spirits, but plans to spend millions in an attempt to make the cocktail cool again.”“Cocktails