Diageo Unveils Counter Top Unit Pre-Filled With 20cl Spirits
03 Jun 2013 --- Diageo has announced the launch of a new innovative pre-filled 20cl counter top unit, available from 1st June 2013, designed to drive impulse purchases of spirits within the convenience sector.
The unit will contain price marked bottles of Gordon’s, Smirnoff and Bell’s, and should be placed on counter tops, to help overcome the barrier to purchase in convenience that often arises when spirits are kept behind the counter. Each 20cl bottle contains eight serves, providing great value for budget conscious shoppers who are looking to buy ‘something for tonight’, their main shopping mission.
Vicky Mundy, category development manager RTM & Convenience at Diageo GB, comments: “Shoppers want to buy ‘for tonight’, quickly and easily at a price point that fits within their budgets, so they are looking for good quality products which also offer great value for money. Smaller bottles are currently driving growth in spirits and we know that shoppers feel reassured they are getting value for money when they purchase price marked packs.
“The counter top space is a key selling opportunity for impulse purchases. Alcohol offers a far greater cash margin than other impulse purchases such as confectionery, so the new unit offers major benefits for retailers in the convenience sector.”
The counter top unit contains 4 x Smirnoff 20cl (£4.69 PMP), 4 x Bell’s 20cl (£4.99 PMP), and 4 x Gordon’s 20cl (£4.99 PMP). The unit has an eye catching bright design which communicates to shoppers the value for money you get from 20cl spirits. The unit is sold as a closed pre-filled case and retailers can easily set it up by tearing off the perforated edge to open the unit, utilising space on their counter top in a more profitable way.
