Pimm’s is encouraging retailers to cash in on the Ready To Drink (RTD) opportunity at the end of summer.
Worth £283m in the off-trade, £94m of which comes from the convenience channel, the sub-category saw £2m year-on-year growth.
According to Pimm’s, this rise in sales is being driven by consumers’ increased interest in all things British this summer and their perception of the category as being ‘better value’. Ahead of the August Bank Holiday weekend and in anticipation of a warmer September, Pimm’s anticipates RTDs to continue adding value to retailers’ bottom line.
Pimm’s suggested retailers introduce promotions to make the most of the Bank Holiday weekend. It advises that by implementing multibuy offers, as well as introducing special Bank Holiday promotions, retailers can encourage shoppers to make the most of the last of the summer sun. Pimm’s adds that these should be clearly signposted in-store, and amplified across social media. It suggests that with 26% of UK RTD consumers choosing ‘well-known brands’ when shopping for RTDs, heritage brands such as Pimm’s are the perfect option for shoppers to enjoy and share on these occasions.
Hazan Aydın, head of Gordon’s & Pimm’s, 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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