New fruity RTD options in time for the summer heat
THE RTD category presents a great opportunity for convenience stores over the summer.
As people watch their spend during the next few months, turning to RTD solutions over the more expensive bottle of spirits and mixer option will be far more appealing for the warm weather.
And that’s exactly what Ian Macleod Distillers (IMD) is banking on with two new launches in its Edinburgh Gin RTD range.
Aiming to capitalise on some fresh summer flavours, Edinburgh Gin has launched its Strawberry and Pink Peppercorn, with a new Watermelon & Lime RTD still to come down the line.
The new Strawberry variant comes in the brand’s 250ml slimline can and, with an RRP of £2.25, can be found in Tesco and Sainsbury’s stores nationwide.
Coming to market later this summer, the new Watermelon flavour combines the brand’s Watermelon & Lime gin with lime soda to help create a fresh, fruity serve for the warmer months ahead.
With party season right around the corner, IMD believes now is the time to stock up on a strong and varied range of RTD options to really maximise sales.
Johna Penman, UK trade & consumer marketing director at IMD, said: “Recent research carried out by IMD showed that 41% of spirit mixer RTD drinkers bought into the category because these products were convenient for drinking outdoors, while 31% bought because they are ideal for taking to a friend’s house, highlighting that convenience and portability are key motivations to purchase, making it a key product for c-stores to capitalise upon.”
