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Tesco looks for World Cup opportunities
Tesco is calling on the world’s biggest drinks companies to cash in on World Cup fever next summer by coming together to search for the perfect “World Cup Cocktail” to boost sales of spirits and liqueurs.
The supermarket giant has called companies including Diageo, Bacardi, Pernod Ricard and First Drinks to a meeting tomorrow (Thursday 19 November) to put forward their suggestions.
Tesco wants to tailor its drinks offering for specific events as an increasing number of people choose to do their drinking at home rather than heading out to pubs and bars.
According to Tesco, the companies’ best ideas will be launched in March in time for the start of the barbecue season and the start of the World Cup in South Africa on 11 June 2010. They will also be testing ideas for Christmas 2010 and other events.
Tesco spirits buyer Greg Goodwin said: “They’ve got a mandate to pick out some of the key events next year and figure out ways of making drinking cocktails easier and more enjoyable. We want to demystify the art of mixing drinks.”
Alan Lodge, 18.11.2009