Premix growth sparks Asda promotional focus

06 August, 2010

Asda has singled out the premixed canned spirits market as a promotional focus after rapid growth in the category.

The multiple said it had seen growth in excess of 50% in a year and had doubled its space given to the category with the addition of eight new lines.

It also claimed to have been the first supermarket to run a gondola-end promotion for premixes and to introduce special premix can carriers, similar to those used for bottles of wine.

Asda claimed the work in premixed cans was having a knock-on effect in its performance in the wider ready-to-drink category.

Spirits buyer Chris Brooks said: “Our support within this category has really paid off and we’ve seen some fantastic growth figures since April.

“Asda has seen sales of RTD products increase by 53% and our share is up to 26% from 22% last year. There are traditionally a number of barriers to purchase which affect the spirit category, including high perceived costs and lack of convenience when compared with beer and wine.

“Premixed cans are the perfect solution to meet the needs of customers and extend usage occasions.”

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know