Pimm’s is prompting convenience retailers to seize the opportunity presented by ready-to-drink (RTD) formats, as shoppers look forward to celebrating the end of summer. As retailers typically plan for Halloween and Christmas during this time of year, Pimm’s believes it offers a chance to maintain the momentum of summer sales. Looking ahead to the August Bank Holiday weekend and a potentially warmer September, Pimm’s anticipates RTDs to continue adding value to retailers’ bottom line.
According to Hazan Aydın, head of Gordon’s & Pimm’s at Diageo GB, retailers can capitalize on this opportunity by implementing multibuy offers and introducing special Bank Holiday promotions. The aim is to create an enticing environment that encourages shoppers to make the most of the last of the summer sun. These offerings should be clearly signposted in-store and amplified across social media platforms.
“There is enormous potential for retailers to maximize this opportunity by harnessing consumers’ excitement for key moments such as the August Bank Holiday and the ‘last of the summer sun’ in September,” states Aydın.
Retailers can offer Pimm’s No.1 250ml RTD premix format mixed with lemonade (5.4% ABV) as a single can with an RRP of £2.19 or as multipacks of 10. By adopting a proactive approach and leveraging effective promotional tactics, convenience retailers can tap into the excitement surrounding these late summer occasions and boost their sales accordingly.