By Ian Neubauer
Diageo will attempt to reverse the slowdown in RTD sales retailers have seen since April’s 70 per cent tax hike by investing millions to sustain trade and consumer confidence in the category this summer.
“Diageo is committed to investing behind the RTD category and will continue to look at ways to ensure the long-term sustainability of this important category,” said Diageo marketing manager – RTDs, Sally Byrne.
“The summer period is the key trading period for the RTD category [and] Diageo will be driving RTDs over this period with big brand promotions from Bundaberg Rum, Smirnoff and Johnnie Walker.”
The distributor will be spruiking the category’s high margin per square meter to retailers with ‘Planogram Mate’ — a propriety space-management tool that helps stores maximise floorspace efficiency.
It will be accompanied with big brand activity, including the Great Bundy Gold Rush promotion, Johnnie Walker’s sponsorship of Cricket Australia and the Smirnoff Experience music festival program.