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Product news: Diageo puts RTDs in PMPs

John Wood ·

Diageo has relaunched its ready to drink (RTD) range with six new price-marked packs (PMPs) to help retailers take advantage of a £38m sales opportunity provided by Premix, the only RTD category currently in growth.

The six strong range comprises: Gordon’s Gin & Tonic, Smirnoff & Cola, Smirnoff & Cranberry, Gordon’s & Slimline Tonic, Captain Morgan & Cola and Pimm’s No.1 & Lemonade. With new research revealing that half of all customers prefer a single price promotion’ on alcohol in convenience stores, the new PMPs will be priced at £1.50, replacing the original “2 for £3.00” promotion.

Claire Kendall, senior customer category development manager at Diageo, said: “The premix trend is being driven by consumers looking for new and exciting drinks to enjoy at casual get-togethers and parties. The classic combinations are the most popular in the RTD category within Diageo’s portfolio, with Gordon’s Gin & Tonic 250ml can being the best-selling variant, and Pimm’s & Lemonade and Captain Morgan & Cola coming in a close second and third.

“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.”

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Weekly retail fuel prices: 10 June 2019
RegionDieselLPGSuper ULUL
East135.3166.90140.93130.00
East Midlands134.59140.57129.69
London134.50141.91130.33
North East133.19142.40129.15
North West134.1363.90139.73129.13
Northern Ireland131.34135.32128.05
Scotland134.25140.07129.86
South East135.2562.40141.74130.52
South West134.5167.90140.57129.57
Wales133.6764.90137.30128.83
West Midlands134.34140.64129.70
Yorkshire & Humber133.72140.40129.24

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