Captain Morgan GB has introduced a tailored support plan for convenience retailers to celebrate the launch of its new ready-to-drink (RTD) beverage featuring Captain Morgan Original Spiced Gold mixed with Pepsi MAX®.
The initiative aims to help retailers benefit from the growing RTD market, which is experiencing 25% growth in Great Britain.
The brand began with a teaser campaign, providing retailers nationwide with an exclusive first taste of the product, alongside bespoke point-of-sale materials and gifted stock to create engaging in-store displays.
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Retailers who share standout social media imagery can enter a prize draw to win six months of free stock.
A consumer launch event, ‘The Mixer,’ at Kachette in Shoreditch, brought together retailers, influencers, and industry figures. Supporting retailers, Captain Morgan GB also provided promotional materials and tickets to drive footfall and engagement.
David Mills, Commercial Sales Manager at Diageo, said the strategy underscores the importance of the impulse channel for launching new innovations, particularly RTDs, which are ideal for on-the-go consumption.
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