Gorbatschow launches cool in-store promotion with trendy ice bags in April
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With an attention-grabbing in-store promotion, Vodka Gorbachev is providing additional impetus at the POS during the campaign period from April to September 2022: with the purchase of three cans of Gorbachev Mixed, shoppers will receive a trendy ice bag with cooling function for free. The sales promotion is supported by the use of eye-catching POS displays and the distribution of free Gorbatschow postcards in the food retail sector - while stocks last. The RRP of the 0.33-litre can is 2.89 euros.
The Gorbatschow Mixed RTDs have a market share of 22 percent, making them the market leader in the trendy vodka mix segment. With an average sales growth of 23 per cent, they are even outperforming the market, which grew by as much as 20 per cent in the same period. "With this year's in-store promotion around our popular Gorbachev Mixes, we want to build on the previous year's success of the Gorbachev Mixed RTDs. With the Gorbatschow Ice Bags as the perfect purchase addition for the summer and festival season, we are awakening a high level of desire, especially among younger adults," says Jan Rock, Global Head of Corporate Communications at Henkell Freixenet, commenting on the promotion.
Strong POS presence with Gorbatschow Mixed
Decorative Chep displays as well as promotional ellipses with integrated dispensing tray for the Ice Bags, insertion signs in Ice Bag form and postcard holders with Gorbachev postcards are designed to create a strong presence in all participating markets. The displays are optionally equipped with 48 cans of Gorbachev Mixed Lemon and 24 cans of Gorbachev Mixed Passion Fruit or with 72 or 108 cans of Gorbachev Mixed Lemon. Both summery, tangy variants with an alcohol content of 10 per cent are available in 0.33-litre cans at an RRP of 2.89 euros.
