Premix growth sparks Asda promotional focus

06 August, 2010

Asda has singled out the premixed canned spirits market as a promotional focus after rapid growth in the category.

The multiple said it had seen growth in excess of 50% in a year and had doubled its space given to the category with the addition of eight new lines.

It also claimed to have been the first supermarket to run a gondola-end promotion for premixes and to introduce special premix can carriers, similar to those used for bottles of wine.

Asda claimed the work in premixed cans was having a knock-on effect in its performance in the wider ready-to-drink category.

Spirits buyer Chris Brooks said: “Our support within this category has really paid off and we’ve seen some fantastic growth figures since April.

“Asda has seen sales of RTD products increase by 53% and our share is up to 26% from 22% last year. There are traditionally a number of barriers to purchase which affect the spirit category, including high perceived costs and lack of convenience when compared with beer and wine.

“Premixed cans are the perfect solution to meet the needs of customers and extend usage occasions.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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