Diageo unveils single price-marked pre-mix RTD range

Lisa Riley

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.



Related Articles

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility

What are the 2nd and 6th letters of this word?: VOLUNTARY

Text size

Desktop Site | Mobile Site
Close message