Diageo announces £2m premixed drinks push

Diageo plans to reposition its premixed drinks portfolio as the number one “get together” choice, with a £2m marketing campaign called ‘From The Bar’.

With the tagline ‘Bring the bar to wherever you are,’ From The Bar aims to increase market penetration and educate consumers about the convenience of premixed varieties on offer from its brands, such as Smirnoff, Pimm’s and Gordon’s.

Natasha Chapman, shopper marketing manager at Diageo GB, said: “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.”

Premixed drinks is the fastest growing segment of the UK alcohol market, according to Nielsen off-trade data, rising 22% in value and 17% in volume year-on-year, prompting Diageo to invest heavily in the sector.

“Given the growing trend for more at home consumption, the quality, choice and value that premix offer is particularly relevant for consumers,” continued Chapman. “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.”

In March this year, Gordon’s launched two new ready-to-drink Cucumber gin and tonic cans, itself supported by a £1m marketing campaign, while just this week Pimm’s unveiled a new limited edition Blackberry & Elderflower premixed can.