Diageo is ramping up promotions both in stores and behind bars in a bid to compliment its renewed focus on distribution and create what it claims is the “sell out culture” needed to kickstart sales worldwide.

The Smirnoff maker is bolstering its promotional strategy after seeing efforts from its Middle East, Latin American and African businesses lift demand in 2014. While the strategy stems from a greater reliance on sales and distribution to forge routes to consumers, Diageo’s marketing is also changing to accommodate the more performance-led approach.

See more at source | The Drum.