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Diageo unveils price-marked packs for RTD range in UK

Alcoholic beverages company Diageo has overhauled its alcohol pre-mix portfolio in the UK with price-marked cans.

The six new price-marked packs include Gordon’s Gin & Tonic, Smirnoff & Cola, Smirnoff & Cranberry, Gordon’s & Slimline Tonic, Captain Morgan & Cola and Pimm’s No.1 & Lemonade. They have been designed to help retailers capitalise on the pre-mix category.

Priced at £1.50, thenew packs will replace existing two-for-£3 promotion. The company claims to have taken this decision, after its research suggested that consumers prefer a single-price promotion on alcohol and this could give consumers more choice and flexibility.

Diageo senior customer category development manager Claire Kendall 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.”

Diageo stated that retailers should merchandise the new price-marked packs in refrigerators, as 90% of premix is consumed within two hours and is said to increase sales up to 120%.

Diageo is one of the world’s largest alcoholic beverages company that owns brands such as Smirnoff, Johnnie Walker, Baileys, Guinness along with Moët & Chandon, Veuve Clicquot and Hennessy brands.

The company was formed by merging of Guinness and Grand Metropolitan in 1997.