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Diageo Predicts Drinks-Based 'Bake Off' Programme, Possibly On YouTube

  • , Monday, October 20, 2014 6:50 AM

Drinks giant Diageo is “very keen” to see a Great British Bake Off-style programme produced for its spirit brands, including Smirnoff and Baileys. Speaking to The Drum, Richard Barlow, customer marketing director GB, said the potential “is huge” as consumers are increasingly demanding more content around Diageo brands. “If we can have a programme that millions of people tune into to watch people bake cakes, why can’t we have a programme where people come and make drinks? I could absolutely see that as the future.

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