Pimm’s is encouraging convenience retailers to seize the late-summer opportunity prevented by alcoholic ready-to-drink (RTD) formats.
The category, growing steadily by £2m year on year, is worth £283m in the off-trade, with £94m of this coming from the convenience channel. One of the key drivers of RTD sales is convenience, with 67% of occasions taking place at home or in a friends home.
This makes the category ideal for adding to retailers’ bottom line, the supplier said, as shoppers can pick RTDs up on their way to a range of occasions, including barbecues, picnics, garden parties and nights in.
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Additionally, according to Pimm’s brand owner Diageo, flavour, cocktails and moderation are key trends driving alcohol sales, which RTDs are well positioned to respond to. Pimm’s own No.1 RTD mixed with lemonade (5.4% ABV) is available in a single 250ml can (RRP £2.19) and a 10-can multipack.
The supplier anticipates sales will persist into late summer, due to the Bank Holiday weekend and the anticipation of a warmer-than-usual September. It recommends that retailers implement multibuy offers and Bank Holiday promotions with ample signposting in-store and on social media.
Hazan Aydin, head of Gordon’s & Pimm’s at Diageo GB, said: “Pimm’s has a long association with British summertime and events. Our iconic Pimm’s No.1 has been, and will continue to be, a staple for retailers during these warmer months, and this year we have seen strong growth of RTDs. There is huge potential for retailers to maximise this opportunity by leaning into consumers’ excitement for key moments such as the August Bank Holiday and ‘last of the summer sun’ in September.”
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