Pimm’s, the quintessential British tipple, is encouraging convenience retailers to seize the opportunity presented by Ready To Drink (RTD) formats, as shoppers look to celebrate the end of summer.
The RTDs category is worth £283m in the off-trade. Experiencing steady growth of £2M year-on-year, £94M of this comes from the convenience channel alone[1]. The RTD format of Pimm’s No.1, in a 250ml premix can with lemonade (5.4% ABV), is currently worth £3m in the off-trade[2] and, this summer so far, has already experienced growth of +1.6% year on year[3].
Pimm’s is attributing this climb in sales to consumers’ increased interest in all things British this summer, their perception of the category as being ‘better value’, as well as the convenience and delicious taste enjoyed when picking up Pimm’s RTD formats during summer occasions. Looking ahead to the August Bank Holiday weekend and in anticipation of a warmer September, Pimm’s anticipates RTDs to continue adding value to retailers’ bottom line.
The key motivation for RTDs is convenience[4] and with 67% of RTD occasions taking place at home or in a friend’s home[5], the convenience channel naturally lends itself as a go-to location for shoppers to purchase RTDs while on their way to a range of summer socialising occasions, including barbecues, picnics, garden parties and nights in. The formats are also set up to win against the key drinking trends that Pimm’s brand owner, Diageo, is currently seeing in the drinks category – flavour, cocktails and moderation[6].
While at this time of year retailers are forward planning for Halloween and Christmas, Pimm’s provides the opportunity to maintain momentum of summer sales by leveraging the strength of RTDs. By implementing multibuy offers, as well as introducing special Bank Holiday promotions, retailers can encourage shoppers to make the most of the last of the summer sun. These should be clearly signposted in-store, and amplified across social media. With 26% of UK RTD consumers choosing ‘well-known brands’ when shopping for RTDs[7], heritage brands such as Pimm’s are the perfect option for shoppers to enjoy and share on these occasions.
Events such as The Coronation, Wimbledon and Royal Ascot have given the Pimm’s brand an opportunity to leverage its British heritage, helping retailers capitalise on shoppers’ excitement for the great British summertime.
Hazan Aydın, Head of Gordon’s & Pimm’s, Diageo GB, said: “Pimm’s has a long association with British summertime and events. Our iconic Pimm’s No. 1 has been, and will continue to be, a staple for retailers during these warmer months, and this year we have seen strong growth of RTDs. There is huge potential for retailers to maximise this opportunity by leaning into consumers’ excitement for key moments such as the August Bank Holiday and ‘last of the summer sun’ in September.”
Pimm’s No.1 250ml RTD premix format mixed with lemonade (5.4% ABV) is available in single cans at an RRP of £2.19 and multipacks of 10.
