Subscriber login Close [x]
remember me
You are not logged in.

Rollout for Pimm's keg

Published:  17 March, 2009

Diageo GB is rolling out its pre-mixed keg version of Pimm's and lemonade tested in the on-trade last summer.

Diageo GB is rolling out a pre-mixed keg version of Pimm's and lemonade tested in the on-trade last summer.

The draught product was trialled in 47 outlets in 2008 but is now  being made available nationally.

Diageo claims that sales in one high street on-trade retailer doubled after the keg version -nicknamed the Pimm's Keggy - was introduced.

The launch is being backed by a point-of-sale focus on the Pimm's perfect jug serve, and a POS hotline.

A half-bottle size of Pimm's is being launched, targeted at the convenience off-trade.

The moves are part of a push to raise spirits category sales through a portfolio-wide Bring Home the Spirit of Summer campaign.

It will include, press, outdoor, digital and radio advertising.

Promotional teams in shopping centres, parks and train stations will give away recipe cards and fresh limes to 200,000 consumers.

The company says May to August accounts for almost a third of annual off-trade spirits sales and that a promotional push last summer added £14.6 million to take-home sales.

Russell Jones, director of category marketing, said: "Supporting retailers with promotional activity is hugely important as nearly 450,000 consumers who bought spirits during the summer 2008 promotional activity were new to the category.

"Summer is a hugely important season for the spirits category in the off-trade and we want to help retailers maximise sales by providing a campaign specifically to drive purchase and encourage consumers to create and try long mixed spirits drinks at home.

"'Bring Home the Spirit of Summer will drive awareness, inspiration and education around great tasting summer spirit serves, as well as providing strong visibility in-store."