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.

The Brief

Despite a strong footprint in the traditionally segmented On and Off Trade channels, modern culture has blurred the lines between bar / restaurant formats. Food is becoming more integral as part of the going out occasion. Because of this, Diageo’s spirit portfolio needed to become more relevant and not become lost behind beers, cider and wine. Diageo tasked Elliotts to assist in providing insight into how the company could shape the presence of spirits within the branded casual dining market to grow the market and gain market share.

Our Approach

A blended research approach which started with brand and channel segmentation and desktop marketplace analysis. Elliotts conducted qualitative research in the form of 11 focus groups across the UK to discuss consumer attitudes and behaviour. This was followed by quantatitve research in the form of operator interviews to understand how consumer insights should be executed. Elliotts created an implementation strategy which provided the programme for Diageo’s retained European activation agency.

The Results

Development of a customer/consumer segmentation model supported Diageo to develop a plan that has helped them develop a tailored proposition and individual approach to specific casual dining operators, resulting in a series of initial trials.


We contacted elliotts due to their unrivalled understanding of the hospitality market. They demonstrated this by applying their knowledge of the sector against feedback from consumers and operators to deliver robust recommendations we can move forward with.

Clare Moscrop | Consumer Insights Manager | Diageo