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.

 

 

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

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