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.”