Diageo announced a digital priority shift that will refocus its e-commerce onto existing wholesalers and retailers while moving the majority of its ad spend to digital channels from traditional media. Citing time and awareness, the spirits company says that consumers are not seeking their products through direct selling platforms, though Diageo did signal that it will work more closely with "pure players" in online retail such as Amazon.
Diageo still hopes for direct-selling win, but shifts to online retailers
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