Smirnoff, the world’s biggest vodka brand[1], is set to issue thousands of ‘Red Cups’ POS kits to retailers nationwide, challenging them to create inspiring, in-store displays to be in with the chance of winning £1,000.


The initiative, which has been designed to inspire shoppers and increase spirits sales within the Convenience channel, will take place throughout the key summer months of May, June and the first half of July. Retailers will be invited to take and email a photograph of their creative POS displays to the Diageo team and ten of the stores which meet the criteria will each win a £1,000 prize. Judges will be looking for innovation and creativity, impact of the display, use of the Smirnoff range and a clear, high quality image.


Additionally, shoppers who purchase Smirnoff Red 70cl or litre will receive 10 Smirnoff Red Cups and a unique code which they can use to enter themselves into a prize draw to win one of 20 pairs of Virgin V Festival tickets.


Claire Kendall, ‎Senior Customer Category Manager, Diageo GB says, “Vodka is the biggest Spirits category in Convenience, with a 48% share of Total Spirits value sales. Our mission is to help retailers make the most of this huge opportunity by helping them to inspire and engage their customers with eye catching displays during this key summer period, whilst also raising category visibility and driving impulse sales.


“The aim of the competition is to encourage retailers to demonstrate best practice in their stores and we really look forward to seeing and sharing the results and rewarding the winners.”


Competition entries should be emailed to redcups@smirnoff.comby 15th of July to be in a chance with winning. Winners will be announced via email on the 18th of July.


[1] IWSR 2016

Author: kimbarnard

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