Diageo Woos Consumers to Supermarkets

Diageo has unveiled plans to draw UK consumers to supermarkets to increase its market share in the retail sector.

The global drinks maker said the downturn continues to hit the economy and it is focusing on consumers to spend their money in supermarkets rather than at the pub.

The global economic slump has accelerated the trend for drinking at home and Diageo is working with UK retailers as it feels the growth in volume comes from shops.

During its £5m ($7.7m) Christmas campaign, the company tried to make Guinness in cans more appealing to shoppers.

Diageo said it will spend another £5m to promote Guinness in shops as part of its recent campaign.