Two new Smirnoff variants are spearheading a premix expansion from Diageo. Joining the range are Smirnoff Cosmopolitan and Smirnoff Moscow Mule.
Smirnoff is also aiminh to help retailers improve sales of premix cans with a clear and concise layout and fixture. Diageo explained that 78% of shoppers who bought Premix went on to buy the spirit brand, and described Premix as a low risk spirits purchase and encourages shoppers to trial brands and then trade up, providing an opportunity for increased spirits sales.
Julie Bramham, Marketing Director for Smirnoff Western Europe, said: “The Premix fixture is becoming extremely cluttered making it hard for customers to shop. Our redesigned cans will signpost key brands to shoppers and make it easier and clearer for them to find their favourite Premix SKUs. We want to make consumers aware that it’s still their favourite high quality product but with an eye catching new design.”
Cocktails are the fastest growing products within the Premix category and are an ideal way for retailers to capitalise on both passing trade, and consumers who are looking to add a new dimension to their casual get-togethers.
Bramham added: “Shoppers want new, simple, hassle free drinks which taste great, so we have delivered this in the form of our two new premix variants.”
The premix redesign is also going across other Diageo brands including, Gordon’s & Tonic, Gordon’s & Slimline and Captain & Cola. Redesign of further products will be phased across the next year.
