DIAGEO: RTD cans now in the advantageous slim format
News General news
Belsazar Rosé & Tonic has led the way, and now the other DIAGEO brands around Captain Morgan, Johnnie Walker & Co. are following suit: all ready-to-drink (RTD) cans now appear in the advantageous slim format to generate great sales. RTD is the fastest growing category among alcoholic beverages. 85% of German consumers reach for ready-to-eat products - mostly as a practical companion to social events such as parties or meetings with friends. In this dynamically growing environment, DIAGEO, one of the world's largest producers of premium spirits, is now using the booming slim format for its RTD cans across all brands - from Captain Morgan to Gordon's and Tanqueray to Johnnie Walker and Belsazar. This ensures more uniformity and even more potential for sales.
Slim cans, 250 ml contents and new designs - this is how all DIAGEO RTDs now convince on the shelf. The uniform can format extends across DIAGEO's entire RTD range: Belsazar Rosé & Tonic was already launched as an innovation in the slim can. Smirnoff Ice was also already available in the 250 ml can. Captain Morgan Spiced Gold & Cola, Captain Morgan White Rum Mojito, Gordon's London Dry Gin & Tonic and Gordon's Premium Pink Gin & Tonic are now also available in the new design. Johnnie Walker Whisky & Cola is now also available in the new, freshly designed can and also with a new, revised recipe, which convinced the consumers and was rated very positively across the board. In addition to this portfolio, consumers can expect two RTD innovations in the new slim can from April: Tanqueray London Dry Gin & Tonic and Tanqueray 0.0 % Alkoholfrei & Tonic. A separate press release on both innovations will follow shortly.
Already in 2021 and 2022, all producers have introduced almost all RTD innovations on the market in the new format. The reaction of the customers? Positive! The repurchase rate increased by 10% in 2022 and is now over 38%. This purchasing behaviour reflects the spirit of the times: consciously moderate alcohol consumption is still in vogue - and it is precisely this trend that the new Slim can embodies. In addition, the cans of Johnnie Walker Whisky & Cola and Co. simply feel good in the hand and impress with their modern, high-quality and appealing look.
The slim design also creates new potential for the trade itself, more space on the shelf and increases sales opportunities in the same area. Compared to the conventional beverage can format, up to two more cans can be placed on the shelf with the new size. In particular, the innovations Tanqueray London Dry Gin & Tonic and Tanqueray 0.0 % Alkholfrei & Tonic can thus secure their place in the trade and in the hearts of consumers.The format changeover therefore brings plenty of positive news for all retailers, especially in view of the fact that the category continues to grow rapidly. Last year, for example, it recorded a growth of +20%, making it the fastest growing category.
The DIAGEO ready-to-drink cans in slim format form a consistent look and provide more recognition and brand strength across the DIAGEO portfolio. They meet the changing convenience-oriented demands of consumers and drive retail sales. The new slim cans of Johnnie Walker, Gordon's, Tanqueray and Co. also achieve a wide-ranging presence among the relevant target groups through intensive advertising in digital media and social media channels and use this tailwind to tap into new sales potential.
