The off-trade switch.

Item request has been placed! ×
Item request cannot be made. ×
loading   Processing Request
Read Online Read More Add to Saved list
  • Additional Information
    • Subject Terms:
      UNITED Kingdom
    • Subject Terms:
      DIAGEO PLC DEO; DCH (Company)
    • Subject Terms:
      LITHERLAND, Simon; HAWKINS, Andrew
    • Abstract:
      The article focuses on the decision of drink brands in Great Britain to shift their marketing budgets from on-trade to the off-trade. The British Beer & Pub Association says that around 2500 pubs closed in 2009. Managing director Simon Litherland of Diageo added that the growth in retail market made the company to shift to the development of pre-mix cans. However, managing director Andrew Hawkins at DCH advices drink companies to think twice before drifting away from their on-trade roots.