Diageo has announced the launch of a new campaign for its premixed drinks portfolio. ‘From the Bar’ will be supported by a £2m campaign designed to drive penetration in premix through consumer education.
Natasha Chapman, Shopper Marketing Manager at Diageo GB, comments: “Premix is the fastest growing alcohol segment in the UK, up 22% in value and 17% in volume year-on-year[1], so there is a real opportunity for retailers to increase sales by stocking premix drinks from well-known brands such as Gordon’s, Pimm’s and Smirnoff.
“We believe that through repositioning premixed drinks and creating greater relevance to the shopper there is a real opportunity to make premix the number one choice for the casual get together occasion. Given the growing trend for more at home consumption, the quality, choice and value that premix offer is particularly relevant for consumers. Equally, the accessible price point of the range encourages shoppers to trial different types of premixed drinks without having to commit to a full-sized spirit bottle.”
Diageo is investing heavily in premix through both the ‘From the Bar’ campaign and NPD from Gordon’s and Pimm’s. In March 2013, Gordon’s introduced two premix cans offering a contemporary twist on the classic G&T in a ready-to-drink format – Gordon’s & Tonic with a hint of cucumber and Gordon’s & Tonic with a dash of elderflower. Pimm’s has also launched a new limited edition premix can – Blackberry and Elderflower – showing that Diageo is committed to innovation in the premix segment and appealing to shoppers looking for convenient alternative formats to consume spirits on different occasions.
