The six-strong range includes Gordonís Gin & Tonic, Smirnoff & Cola, Smirnoff & Cranberry, Gordonís & Slimline Tonic, Captain Morgan & Cola and Pimmís No.1 & Lemonade. Each will be price-marked at £1.50, replacing the original Ď2 for £3 promotioní.
Claire Kendall, senior customer category development manager at Diageo, said: ďThe premix trend is being driven by consumers looking for new and exciting drinks to enjoy at casual get-togethers and parties.
ďWe are continually looking to innovate in this space and our new RTD £1.50 PMPs represent an opportunity for retailers to improve positive price perception and ease of shop for customers in the convenience sector.Ē
Premix sales are currently growing faster than beer, wine and cider in impulse, with a year-on-year increase of 14%, according to Nielsen data ((year to Sept 2016).