Encouraging consumers to trial simple mixed serves of its key brands is central to First Drinks' summer marketing campaign.

The activity is part of a £55 million investment by the company in 2011 and includes spirits brands Grant's, Russian Standard Vodka, Sailor Jerry, Tia Maria, Cointreau, Mount Gay, Disaronno and Taboo.

In-store sampling in Sainsbury's stores will kick start the campaign this month, with Tesco, Asda and Morrisons following suit over the next few months. Playing cards featuring recipes will be handed out to shoppers to encourage experimentation at home.

A supporting POS campaign will include tear-off recipes and shelf barkers, as well as recipe leaflets in in-store magazines.

In the on-trade, kits will be available via the wholesale channel for display in pubs and bars.

Una McCullough, marketing director of First Drinks, said: "Summer is the second largest sales occasion after Christmas, accounting for 24% of annual spirits value sales so it is vital that we work closely with retailers to exploit this opportunity.

"We are committed to supporting the trade throughout the year and particularly at these seasonal peaks, to deliver marketing solutions that really help drive sales and bring the all-important new drinkers in to the category."