The 'Bring home the spirit of summer' off-trade push will support Diageo brands including Pimms, Smirnoff and Gordons Gin. The limes will be handed out to provide inspiration for different drinks recipes.
Other marketing support includes a radio competition inviting listeners to pick a song that defines summer.
Diageo will also create a Facebook group for the promotion and send out email alerts around the activity. The overall promotion will be supported with instore POS, press and outdoor advertising.
According to the drinks company, summer accounts for 32% of Diageo's off-trade spirits sales making it the second most profitable period for the category after Christmas.
Diageo GB director of category marketing Russell Jones said: "Summer is a hugely important season for the spirits category in the off-trade and we want to provide a campaign specifically to drive purchase and encourage consumers to create and try long mixed spirits drinks at home."
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