PRE-MIXED versions of popular mixed drinks and cocktails, and gin, which is currently going through a sales boom, are tipped as likely stars of the summer barbecue drinks market by drinks giant Diageo.
“We’re definitely seeing an ongoing trend for pre-mixed drinks, which have seen a steady increase in sales of 15% within the impulse channel,” said Natalie Briggs, Diageo GB’s business unit director, impulse and wholesale.
“This trend is driven by consumers looking for new and exciting drinks which can be enjoyed at casual get-togethers, parties and barbecues. Our pre-mix cans provide consumers with the perfect solution and offer a hassle-free way to enjoy ready-mixed drinks on the go, in social occasions or at home.
“70% of pre-mix is intended to be consumed on the same day of purchase, therefore retailers should ensure it is merchandised in the chiller.
“70% of pre-mix is intended to be consumed on the day of purchase”
“Demand for gin also continues to rise. Driving the total category, premium gin is in growth, up 19% by volume and 35% by value. Tanqueray Gin remains in double digit growth, with sales of Tanqueray No Ten up a remarkable 82.9%,” she said.
• t wine firm CWF marketing manager Amy Ledger expects barbecue wines sales to fizz and sparkle this year.
“We anticipate key trends for this spring and summer will include unusual blends and upmarket Proseccos with sparkling wines as a category continuing to grow at a remarkable pace.
“Having a chilled shelf or unit for the white, rosé, sparkling and lighter red wines is great for convenience stores as it promotes impulse purchase,” she said.
