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Diageo collaborating with @RNIB use @lucysdwardsofficial to target blind people. @BaileysOfficial #alcoholad There is no mention of alcohol in this Baileys endorsement by Lucy Edwards

https://www.instagram.com/reel/CsZSXBAIr8z/?igshid=MTc4MmM1YmI2Ng==

Lucy Edwards v/o

Woww – I love that sound when you open a bottle of Baileys, it’s so good

Let’s have a pour, oooh I love a colada.

Listen to this delicious description by Baileys in collaboration with the RNIB

Layered and indulgent treats, marshmallow, rich chocolate ripples, caramelised marshmalow, biscuits, red cherries, raspberries

Get in my belly. Get in my belly.

Her voice voice is so relaxing, dive in

Ok guys, I’m going to level with you

This pina colada is is so tasty

That woman’s voice is so dreamy

Baileys you are setting the bar so high with your with your all text descriptions right now

I havent had all text descriptions for 10 years

And finally brands like Baileys are saying”Hey” we care about blind consumers

IWe care about putting all texts on our posts. We’re going to it now forever

I just think everybody needs to be like be like Baileys

They also have an accessability guide, you can write your own descriptions

I just can;t wait for more Baileys to be honest, I’m so excited

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andOriginal audio

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#Spon Delicious audio descriptions are so tasty!! Can every alt text on Instagram be like this pls? After 10 years of having no eyesight and scrolling on Instagram, I’ve often been unable to understand what my screen reader is hovering over because it just says ‘graphic’ at me. But alt text completely changes my life and makes my world colourful again and it’s so good to see a big brand like @BaileysOfficial championing the alt text feature on Instagram in consultation with the @RNIB! It means that you also get to join my little exclusive club of hearing alt text descriptions hehe. Baileys and the RNIB are also shining a light on accessible content with their writing guide. Check out my stories for the guide and write your own delicious description today. Don’t you think her voice is just so relaxing!!!? #drinkresponsibly #DeliciousDescription

11h

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Grainne Wafer on the spiel for Diageo, Guinness and the Premier League. There is no mention of alcohol, the core constituent and no apology for recruiting underage drinkers.

https://www.instagram.com/reel/DdUDkYhRw70/?stkn=czl5Nmd2Y2ZpYnJ6

Our Global Category Director for Guinness, Grainne Wafer, spoke to Marketing Factories about all things Guinness and double digit growth.

Here, Grainne speaks about the strategic partnership with the Premier League; an opportunity that has unlocked geographical expansion, new activations and new consumers.

In five out of six markets, Guinness is now the most associated beer sponsor in football occasions.

Drink responsibly. DRINKiQ.com

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Diageo exploit Gordon’s, Smirnoff, Captain Morgan #heavyalcoholics by introducing #strongalcoholics versions to compete with Campari. Global Drinks Intel

iageo has discovered what it claims to be an ABV-related gap in the alcohol market, readying the subsequent release of “mid-strength” versions of its Captain Morgan spiced rum, Gordon’s gin and Smirnoff vodka brands.

The trio of 20%-ABV extensions, the packaging for which features the colour teal as “an intuitive cue to the new ‘middle ground’ the category represents”,  will go on sale in the coming days on a trial basis through UK multiple retailer Tesco. An SRP has been set for all three of GBP15 (US$20.30) per 70cl bottle.

Due to definition regulations for gin, rum and vodka, all three will be described on their packaging as ‘spirit drinks’. In the UK, the standard strength of Captain Morgan’s Spiced Gold is 35%, while Gordon’s and Smirnoff Red are both at 37.5%.

“Health, wellness and affordability are all driving forces behind moderation behaviours such as zebra striping … and coasting, where drinkers switch to lower-ABV options over the course of an occasion,” Diageo said. “Additionally, we’re seeing the growth of earlier, more relaxed get-togethers, creating a space for mid-strength options to provide consumers with the choice of lighter, longer serves.

“The 20%-ABV range … is designed to create a new space between existing alcohol categories, combining the familiarity of some of Diageo’s best-known brands with a proposition that reflects the increasingly flexible way consumers approach alcohol.”

In late February, almost two months after assuming the CEO position at Diageo, Dave Lewis shared his first impressions of the brand owner, among which were its need to consider “those pressurised consumer wallets”.

“In the mass-market part of the portfolio [priced internally as under $20 per bottle in the US],” he said, “we are significantly underrepresented.”