Diageo has relaunched its ready-to-drink range with six new price-marked packs, designed to help retailers capitalise on opportunity in the pre-mix category.
The range of classic combinations includes Gordon’s gin and tonic, Smirnoff and cola, Smirnoff and cranberry, Gordon’s and slimline tonic, Captain Morgan and cola, and Pimm’s No.1 with lemonade.
The new price-marked packs will be priced at £1.50, replacing the previous two-for-£3 promotion. The decision is informed by research suggesting that consumers prefer a single-price promotion on alcohol in the convenience channel, and will give shoppers greater choice and flexibility.
Claire Kendall, senior customer category development manager for Diageo, said: “The pre-mix 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 the Gordon’s gin and tonic 250ml can being the bestselling variant, and Pimm’s and lemonade and Captain Morgan and cola coming in a close second and third.
“We’re continually looking to innovate in this space and our new ready-to-drink £1.50 price-marked packs represent an opportunity for retailers to improve positive price perception and ease of shop for customers in the convenience sector.”
© FoodBev Media Ltd 2021
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial