Diageo has launched a new Tanqueray London dry gin half case size to help retailers reduce their cash outlay and stock holding.
The new case size will be available for the Tanqueray London Dry Gin 35cl fractional, with the brand already available in case sizes of 12. It follows the introduction of the 35cl fractional format last year, with fractionals contributing 36% to total spirit sales and seeing growth across all spirits categories, Diageo said.
It added that premium gin was growing at around ten times the rate of non-premium gin, with Tanqueray London dry gin driving 25% of all growth.
Diageo GB marketing director for gins Louise McKerrow said:“Founded in 1830, Tanqueray is a brand synonymous with heritage and quality. Over the last year there has been an overwhelming resurgence towards gin, currently the fastest growing spirits category, and by stocking up on Tanqueray London dry gin retailers have the chance to capitalise on this growing category. With the new half case size, retailers can now take full advantage of upselling a premium spirit brand with the added bonus of reduced cash outlay.
“To further maximise profits, retailers should position appropriate mixers and accompaniments nearby, or as part of a promotional area. Consider positioning tonic water or limes nearby to spark interest from your shoppers, by taking a lot of the leg-work out for shoppers retailers can encourage cross-category purchases.”
© FoodBev Media Ltd 2020
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