Diageo has announced plans to extend its Spirits Revolution category management initiative to the off trade.

The campaign was launched earlier this year in the on trade to grow spirits sales by encouraging licensees to sell and serve more spirits.

The company believes there is a £1bn additional sales, or an 11% sales growth opportunity across both channels.

Head of category development James Cragg said: “We have identified incredible potential for growth in the category, through increasing penetration and average weight of purchase, across the on and off trade.”

The brand will be supporting retailers on ranging, merchandising and visibility. Retailers are invited to sign up at www.spirits-revolution.com.