Diageo has poured its range of RTD pre-mixes into £1.50 price-marked packs (PMP) to tap an increasing thirst for single-price promotions in the convenience channel.
The 250ml cans, rolling out now in Gordon’s Gin & Tonic, Smirnoff & Cola, Smirnoff & Cranberry, Gordon’s & Slimline Tonic, Captain Morgan & Cola and Pimm’s No.1 & Lemonade, replace the brand’s original ‘2 for £3’ promotion.
The move would help retailers take advantage of a £38m sales opportunity provided by pre-mix – the only RTD category currently in growth, said Diageo.
With more than 50% of alcohol purchased in a convenience store for consumption on the same day, according to Diageo, conveniently packaged products demonstrated a “valuable profit opportunity” for retailers, said senior customer category development manager, Claire Kendall.
“We’re continually looking to innovate in this space and our new RTD £1.50 PMPs represent an opportunity for retailers to improve positive price perception and ease of shop for customers in the convenience sector.”
The pre-mix trend was driven by consumers looking for “new and exciting” drinks to enjoy at “casual get-togethers and parties”, she added, with the “classic flavours” proving the most popular, she said.
With 90% of pre-mix consumed within two hours of purchase, Kendall said retailers could increase the rate of sales by up to 120% by placing the in the fridge.
21 Apr 2017
19 Apr 2017
23 Mar 2017
15 Mar 2017
01 Feb 2017
26 Jan 2017
14 Dec 2016