Diageo launches Gordon’s Premium Pink Gin and helps convenience stores cash in on Christmas

Diageo has unveiled new products and campaigns to help retailers drive sales ahead of Christmas.

Gordon’s is launching Premium Pink Gin, tapping into a sector that accounts for 36% of the growth in gin.

The 70cl bottles, RRP £16.50, launched in Tesco earlier this year, but will be available to convenience retailers in October.

Guy Dodwell, Diageo off-trade sales director, told Retail Express pink gin appeals to slightly younger shoppers and attracts prosecco buyers.

“I’d expect more suppliers to innovate here. It taps into the berry trend that is popular in plenty of different alcohol segments. If you look at the success of Strongbow Dark Fruit, berry is a trend across all alcohol,” he said.

The company is also investing in a £3m campaign over the next year for Haig Club Clubman, which launched last year to bring new shoppers into the scotch category.

It has since generated £9.6m in sales and 30% of its consumers are new to scotch.

Meanwhile, to appeal to shoppers going to parties, Guinness Hop House 13 is launching in 6x330ml can packs. It will be promoted with a £4m campaign that includes outdoor and
digital advertising.

Diageo's top tips for Christmas

The 12 weeks up to Christmas account for 27.4% of spirits sales, so it's a crucial time of year to get right. Faith Holland, head of category and insights at Diageo, gives her top tips:

  1. Get started early. "If you think Christmas starts in December, you're missing a trick. There's a big opportunity to drive gifts from when shoppers get their October pay," she says.
  2. Cash in on last-minute buys. "This year, Christmas falls on a Monday, meaning there is a big opportunity for convenience retailers because Christmas Eve is on a Sunday."
  3. Cater for different prices. "Super-premium spirits was the fastest-growing area last Christmas.



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