Diageo swaps multi-buy offer with price-marking for RTDs
Diageo has relaunched its RTD range with six new price-marked packs.
The six-strong range includes Gordon’s Gin & Tonic, Smirnoff & Cola, Smirnoff & Cranberry, Gordon’s & Slimline Tonic, Captain Morgan & Cola and Pimm’s No.1 & Lemonade. Each will be price-marked at £1.50, replacing the original ‘2 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.
“We are 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.”
Premix sales are currently growing faster than beer, wine and cider in impulse, with a year-on-year increase of 14%, according to Nielsen data ((year to Sept 2016).