Diageo to invest £2 million in premix range

Published: 04 October, 2010

Diageo is extending its premix range with the national roll-out of Smirnoff and apple juice, backed by a £2 million marketing campaign.

The Smirnoff and apple juice mix was released to Asda stores in April, and the decision has now been taken to roll the drink out nationally.

Diageo now has nine 250ml premixed drinks.

The drinks giant will be backing the premix category with an outdoor advertising campaign for two weeks from the middle of October, focusing on Smirnoff and cola and Gordon's gin and tonic.

The billboards will be displayed in commuter sites, such as train station escalator panels. This will be followed by six weeks of TV advertising. Gordons's and tonic will get a new ad, while the existing Smirnoff and cola ad will also be aired. The campaign will run between October and December.

Neilsen statistics show that the premix category is currently worth £39.4m in retail sales and is growing at 47%. The most popular occasion for premix is between 6-9pm on a weekday or weekend.

Charlotte Brown, innovation manager at Diageo GB, said: "Shopper insight indicates that consumers want to replicate the quality of serve and reward they get in the on-trade during their experience at home, with great-tasting alternatives to beer and wine, and with the same level of convenience. Premix provides an excellent and cost-effective solution for these occasions and helps to overcome many of the barriers for purchase that exist when buying great mixed spirits drinks for home, as it is simple and convenient to serve."

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