Diageo is launching an on-pack promotion across its ready-to-drink (RTD) alcohol range, offering shoppers the chance to win a holiday to Ibiza.

Aiming to capitalise on the category’s recent growth, the promotion runs until the end of August. Aside from the top prize of a trip to Ibiza for two, shoppers can also win branded merchandise and taxi vouchers. To enter, shoppers buy a participating can and scan the on-pack QR code.

Participating lines include: Gordon’s Gin & Tonic Gordon’s, Gin & Diet Tonic, Gordon’s Pink Gin & Tonic, Smirnoff Vodka & Cola and Smirnoff Raspberry Crush.

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According to the supplier, RTD offers the highest sales value per serve within the beers, wine and spirits category. Convenience retailers can support the promotion with exclusive PoS displays, available from the Diageo One trade website.

Janel Fatania, customer marketing manager at Diageo, said: “We know consumers see RTD cans as convenient and affordable. There are over 200 RTD brands in the impulse channel, but it is the top 20 brands that deliver 88% of the category value. As the top-performing brands in the category, retailers should be showcasing these brands in-store to drive basket spend per shop as well as meet customer expectations.

“Our new on-pack promotion aims to help retailers drive sales in-store and is on five of our bestselling RTD products across the Gordon’s and Smirnoff brands. With exciting prizes up for grabs like a trip to Ibiza for two, we hope retailers experience increased basket spend per shop, especially as we approach the summer season with products perfect for on-the go.”

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