Drinks giant Diageo has introduced a new counter top unit containing 200ml spirits bottles to help drive impulse purchases of its major brands in convenience stores.
Available from 1 June 2013, each counter top spirits unit contains price marked bottles of its major spirits brands, including four 200ml Smirnoff bottles for £4.69 price market pack (PMP), four 200ml Bell's bottles for £4.99 PMP and four Gordon's 200ml bottles for £4.99 PMP, where each 200ml bottle offers eight serves.
These units are meant to be placed on counter tops, as against the normal practice of stocking them behind the counter in convenience stores.
The counter top units are sold as closed pre-filled cases, allowing retailers to easily place them on their counter tops.
Diageo GB RTM & Convenience category development manager Vicky Mundy said 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," Mundy added.
"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."
