How GAZER Grew CÎROC Sales and Secured DHP House-Pour Status
With visits under pressure across the night-time economy, Rock City wanted to grow spend per purchase. GAZER connected CÎROC offers, digital content and EPOS reporting. Over 6 months versus the prior reporting period, CÎROC volume grew 350%, ATV on double house-pour purchases rose 20% and Diageo’s vodka portfolio grew 24%. DHP then adopted CÎROC as its estate-wide house pour.
The results
The results- CÎROC volume growth
- +350%Volume over 6 months following launch, compared with the prior reporting period at Rock City.
- Double house-pour transaction value
- +20%Average transaction value on purchases containing a double house pour, compared with the prior reporting period.
- Diageo vodka growth
- +24%Wider vodka portfolio growth over the reporting window; Smirnoff sales also continued to grow.
- House-pour adoption
- Estate-wideDHP made CÎROC the default vodka served when customers ordered the house pour across its estate.
- Client
- Diageo / CÎROC
- Project
- CÎROC × Rock City - DHP account-based activation
- Category
- Premium Spirits
- Channel
- Managed Regional Group (MRG) on-trade
- Service
- Strategy; Campaigns & Activations; EPOS analysis and reporting
- Commercial objective
- Increase spend per visit and deliver net Diageo portfolio growth
- Primary activity
- Premium upgrade offers and digital point-of-purchase content
- Audience
- Rock City customers, including student audiences
- Geography
- Nottingham, UK
- Measurement focus
- CÎROC volume, ATV on double house-pour purchases and Diageo vodka portfolio growth
Quick facts
Stronger transaction value for the venue, more volume for the supplier.
As visits came under pressure across the night-time economy, Rock City wanted to increase the value of each purchase. Diageo’s opportunity was to encourage a premium upgrade to CÎROC while growing its wider vodka portfolio. Success needed to work for both businesses: stronger transaction value for the venue and more volume across the supplier’s brands. Simply moving sales from Smirnoff to CÎROC would not establish the same commercial benefit. The plan needed to make the upgrade relevant at the bar and assess performance beyond the featured brand.
Could targeted CÎROC upgrade offers increase spend per purchase at Rock City while delivering net growth across Diageo’s vodka portfolio?
The commercial question
Influence the choice at the bar, then measure the whole portfolio.
The bar offered a moment to influence choice while customers were preparing to order. GAZER could connect CÎROC’s premium positioning with Rock City-specific offers, using digital displays to make the upgrade visible at the point of purchase. Scheduling by day and time aligned content with trading occasions, while EPOS analysis allowed the team to assess CÎROC performance alongside the wider Diageo portfolio.
- Aligned account prioritiesGAZER connected Rock City’s spend-per-purchase objective with Diageo’s portfolio ambitions through an account-based marketing plan and joint business planning.
- Built the upgrade propositionDeveloped co-branded content around venue-run 2-for-1 offers and free double-ups, delivered as part of the venue’s JBP with the brand.
- Activated the customer journeyProgrammed a network of strategically placed digital display screens, scheduling relevant content by day and time to connect CÎROC with venue offers and trading occasions.
- Measured performanceUsed EPOS to assess 6 months following launch against the prior reporting period, tracking CÎROC volume, average transaction value on purchases containing a double house pour and wider Diageo vodka portfolio growth.
How we delivered it
The programme, stage by stage.
A trade-up at Rock City became a house pour across the estate.
Over 6 months following launch, CÎROC volume grew 350%, average transaction value on purchases containing a double house pour increased 20% and Diageo’s vodka portfolio grew 24% versus the prior reporting period. Smirnoff sales also continued to grow, supporting a wider portfolio-growth story alongside premium trade-up. DHP subsequently adopted CÎROC as the house pour across its estate: the default vodka served when customers requested a standard house vodka. The single-venue activation informed a broader account decision.
+350% volume · +20% double-house ATV · +24% vodka portfolio · Estate-wide house pour
Prior period = 100. Rock City, Nottingham, EPOS reporting 6 months following launch.
Client quote
“The content, programming, and commercial justification behind this activation was a cut above the rest but that’s what Gazer does.”
How can premiumisation help a venue increase spend per purchase?
Premiumisation gives customers a relevant higher-value choice within an existing occasion. At Rock City, venue-run CÎROC offers were supported by digital visibility. Average transaction value on purchases containing a double house pour rose 20% versus the prior reporting period.
How do you measure whether a trade-up campaign grows a supplier’s portfolio?
Look beyond the featured brand. Over 6 months following launch, CÎROC volume grew 350% and Diageo’s wider vodka portfolio grew 24% versus the prior reporting period, while Smirnoff also grew. This supports portfolio growth, not a specific claim of competitor migration.
What role did digital screens play in the CÎROC activation?
A network of strategically placed digital display screens made the premium upgrade visible as customers chose their drinks. Content was scheduled by day and time around venue offers and trading occasions, with EPOS supporting performance measurement.
How can a single-venue activation create a wider account opportunity?
A venue-level programme can provide evidence for a group-wide decision. Following the Rock City results, DHP adopted CÎROC as its estate-wide house pour: the default vodka served when a customer requests house vodka. The activity therefore supported a wider distribution opportunity.
Related questions
The questions a trade marketer tends to ask next, answered directly, so they can be found and quoted.
