Diageo is launching a new Tanqueray London Dry Gin half case size.

Already available in case sizes of 12, retailers can now take advantage of the cases of six to reduce cash outlay and stock holding. The case size will be available for the Tanqueray London Dry Gin 35cl fractional.

Premium Gin is growing at around 10 times the rate of non-premium Gin with Tanqueray London Dry Gin driving 25% of all growth according to Nielsen Scantrack.

Diageo GB marketing director for Gins Louise McKerrow said: “Over the last year there has been an overwhelming resurgence towards gin, currently the fastest growing Spirits category, and by stocking up on Tanqueray London Dry Gin retailers have the chance to capitalise on this growing category. With the new half case size, retailers can now take full advantage of upselling a premium spirit brand with the added bonus of reduced cash outlay.

“To further maximise profits, retailers should position appropriate mixers and accompaniments nearby, or as part of a promotional area. Consider positioning tonic water or limes nearby to spark interest from your shoppers, by taking a lot of the leg-work out for shoppers retailers can encourage cross-category purchases.”

The Tanqueray London Dry range was extended last year with the launch of a new 35cl fractional format. Contributing 36% to total spirits sales (Nielsen Scantrack WE 20.06.2015), fractionals are seeing a growth across all spirits categories. With over 1-in-5 convenience spirits shoppers stating that smaller pack format options are the most important factor when selecting products in store (Him! CTP 2015), they are a must-stock for retailers across all categories.