Diageo ups ad spend by 80%

Diageo has upped its year -on -year marketing spend for Smirnoff Black by 80% with a campaign targeting "the modern -day gentleman".

The activity kicks off with advertorials in men's style magazine GQ for nine months, featuring fashion, etiquette and grooming tips , as well as a series of cocktail recipes starting with the Smirnoff Black Collins - a blend of vodka, lemon juice, sugar syrup and soda water.

Diageo has also linked

up with Hugo Boss to create Smirnoff Black Boutique Barbers, where shoppers can get a shave from Sharps Barbers while being served a Smirnoff Black cocktail in the fashion brands' stores.

A Christmas ad campaign in the style press will feature the Smirnoff Black

matr yoshka

doll cocktail shaker, which is listed in Selfridges and Harrods for £20.99.

Brand manager Laura Pearce said: "Smirnoff Black has achieved huge success and is enjoying 50% growth

in the off-trade.

"By increasing awareness within the brand's core demographic, the modern -day gentleman, we are encouraging them to select the brand in-store, which ultimately presents the opportunity for higher profit margins for retailers."