Diageo GB has launched an updated format for its Raise Your Spirits initiative aimed at boosting growth across the spirits category.

Launched initially last May, Raise Your Spirits gives retailers guidance on the best ways to promote spirits and attract new customers.

The new format no longer covers the total trade but separates it into the on- and off-trade. The off-trade platforms for growth are called Ease of Shop, Build Everyday Relevance, Drink Better and Year Round Gifting.

Matt Woodhams, Diageo GB group category development manager, says: "We have enhanced and evolved the areas of Raise Your Spirits that have worked best in the last year as well as developing new areas."

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