Diageo has relaunched its ready to drink range with six new pricemarked packs.
The six-strong range of classic combinations includes 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 c-stores, the new PMPs will be priced at £1.50, replacing the original two-for-£3 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.”
Diageo advises retailers to merchandise PMPs in the fridge, given that 90% of premix is consumed within two hours. It says this can increase the rate of sale by up to 120%.
