CHILLED pre-mixes and fractional bottles are what’s required to get spirit drinkers into the summer party mood, according to Diageo.
The drinks giant reckons that pre-mixes, currently worth £84.9m in value sales according to Nielsen Scantrack, have grown by 14% this year and are a summer must-stock.
“This is being driven by the popularity of existing SKUs as well as new products,” said Paul Isherwood, head of off-trade category development at Diageo. “Pre-mixed drinks and ready-to-serve cocktails are widening the reach of brands and attracting different shoppers.
“These prove very popular in the summer period, with consumers looking for product for picnics and outdoor get-togethers.
“Pre-mix drinks allow consumers to have different spirits and mixers available without committing to buying several full-size bottles.”
Isherwood adds that smaller bottle sizes see an increase in sales over the summer, with consumers taking them to barbecues and picnics.
“Smaller bottles are also more relevant for budget-conscious shoppers and offer convenience stores a point of difference from supermarkets.”
The company highlights Gordon’s new collection of flavoured gins as a key summer line.
The new range includes Gordon’s Original London Dry, last year’s new line Crisp Cucumber and Elderflower, launched earlier this year.
There are pre-mix cans for all three flavours, offering what Diageo calls “a contemporary twist on the classic G&T in a ready-to-drink format.”
Gordon’s marketing manager, Katerina Podtserkovskaya, said: “Gordon’s flavours range offers outlets the opportunity to capitalise on the growing consumer trends towards both gin and flavoured spirits.
“The fresh and simple packaging brings to life the Great British flavours found in each variant and has a strong stand out on shelf,” she added.