Confidence still stout at Diageo

The drinks giant is turning to a number of innovative ideas in an attemptto build market share, writes Catherine O’Mahony

20th February, 2010

After a challenging 2009, drinks giant Diageo Ireland is adjusting its brand marketing to match an expected recovery by year end.

Its marketing director, Oliver Loomes, spoke about extra cold lager and the rise of the ‘‘escape’’ concept.

He said the year just gone had been ‘‘a bit of an annus horribilis’’ for the drinks industry.

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