Diageo, a premium drinks company that boasts of prominent brands such as Smirnoff, Johnnie Walker, Baileys, Captain Morgan and Guinness, has endeavoured over time to involve the customer in each of its brands through its initiative, Smirnoff Experience, which has made waves for past half a decade in over 20 countries by creating truly out-of-the-world events. Smirnoff Tastemaker Sessions encourage the customers to learn the basics of bartending. Smirnoff Bar 21 is a mobile bar with signature cocktails from Smirnoff like Smirnoff Rasam & Thandai, specifically for Indian tastes. Smirnoff Bar 21 also brings various international and national artists, thereby providing an international club culture. Mentoring sessions are organised by Johnnie Walker, which give an opportunity to understand the subtleties of the Johnnie Walker blend. The company realises that consumers want to be equipped with knowledge around scotch to make informed purchases. Besides, Diageo has also done its bit for social causes. Joseph Luppino, Senior Director, State Government Relations, Diageo North America, categorically states “...we do not want the business of anyone under the legal drinking age. Period.”
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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