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Diageo launches 'From the Bar' premix campaign

Diageo has a new campaign for its premixed drinks portfolio called ‘From the Bar’, which will be supported by a £2m marketing spend. The campaign is designed to drive penetration in premix by educating consumers on the quality of Diageo's drinks as well as the convenience of the premix format.

Natasha Chapman, shopper marketing manager at Diageo GB, comments: “Premix is the fastest growing alcohol segment in the UK, up 22% in value and 17% in volume year-on-year, so there is a real opportunity for retailers to increase sales by stocking premix drinks from well-known brands such as Gordon’s, Pimm’s and Smirnoff.

“We believe that through repositioning premixed drinks and creating greater relevance to the shopper there is a real opportunity to make premix the number one choice for the casual get together occasion. Given the growing trend for more at home consumption, the quality, choice and value that premix offer is particularly relevant for consumers.

“Equally, the accessible price point of the range encourages shoppers to trial different types of premixed drinks without having to commit to a full-sized spirit bottle.”

Diageo is investing heavily in premix through both the ‘From the Bar’ campaign and NPD from Gordon’s and Pimm’s. In March 2013, Gordon’s introduced two premix cans offering a contemporary twist on the classic G&T in a ready-to-drink format - Gordon’s & Tonic with a hint of cucumber and Gordon’s & Tonic with a dash of elderflower. Pimm’s has also launched a limited edition premix can - Blackberry and Elderflower.

26 April 2013 - Felicity Murray