Exclusive to convenience, Disaronno has extended its range with a 20cl format to drive sales in the lead up to Christmas.
The new format, RRP £6.99, is currently available nationally from Booker, but orders have also been sent to United Wholesale in Scotland, HT & Co Drinks in London and Crown Cash and Carry in Ruislip.
Ian Taylor, UK country director for Illva Saronno, told Retail Express demand for smaller formats are being driven by two factors.
“Convenience shoppers are more likely to be buying for immediate consumption such as a party, whereas in supermarkets Disaronno purchases are likely to be consumed over a longer period. The other key thing is the lower price,” he added.
The brand is also promoting its signature cocktail, the Disaronno Sour, in convenience. “We have pouches that are available on clip strips and we currently have a team giving them away to retailers to try out,” Taylor said.