Is this the worst PR idea ever?

According to marketing industry mag, The Drum, drinks giant Diageo is “mulling” the idea of an alcoholic version of The Great British Bake Off in a bid to halt declining sales.

Regardless of the fact that declining alcohol sales in the UK should be a good thing – and a sign that the work of the NHS and drinks industry to promote responsible drinking is having a positive impact – this has to be the worst PR idea of the year.

The Great British Drink Off (or Britain’s Next Top Drinker, Drink-Factor, etc)  brings to mind many images, but a classy promotion of responsible drinking certainly isn’t one of them.

Back to the drawing board Diageo…