Ready to Drink beverages in cans (RTDs) are now a familiar and popular offering on supermarket shelves. We spoke to Janelle Orozco, Vice President of Procurement at Diageo to find out more about the growing popularity of RTDs in cans and how they are engaging with consumers.
We began putting RTDs in cans in 1993 with the first variants being Gordon’s & Tonic and Pimm’s for the GB market. Starting in 2008 we began expanding the range to include new brands, new mixes and new markets. Various parts of the range are now available in 13 countries in Europe.
Why is Diageo using cans for its RTD range?
- They provide a format consumers are very used to. Cans are also highly convenient for a multitude of occasions, whether consumers want to relax and unwind at home, or when requiring outdoor consumption in BBQ´s, parties, etc
- They are easy to store in a fridge
- They get very cold and preserve that temperature very well
- They offer a big surface on which we can deploy branding and consumer messagesThe improvements in printing quality that have been made over the years help to convey premiumness
Why do consumers like them?
We believe the main reason that consumers like pre-mixed drinks in cans is quality, convenience and choice. Through pre-mix, we offer consumers the possibility to consume their favourite drinks perfectly mixed. Cans are a highly convenient format since they are easy to carry, easy to store and cool quickly. Additionally, in the case of informal get-togethers and parties, pre-mix cans offer the possibility to treat every person with their own choice of drinks without having to buy a multitude of spirits and mixers.
The RTD offering has expanded. Could you tell us how many RTDs you offer in cans and which ones are proving the most popular? Is there a particular reason for this?
Our current range has 16 variants spanning great brands like Gordon’s Gin, Smirnoff, Captain Morgan and Pimm’s. The most popular variants are Gordon´s & Tonic and Capt Morgan and Cola. These are two very popular drink combinations, and that is reflected in the success of the pre-mixed variant.
We’ve seen lots of advertising recently on TV for YesYouCan and the Facebook campaign has had more than 25,000 likes, which is impressive.
Can you tell us a little bit about the campaign and what its aims are?
We wanted to show consumers the effortless style associated with pre-mix cans. We wanted to inspire consumers and show them they could enjoy their favourite spirit and mixer any time anywhere.
Are there any times of year when you see sales of RTDs in cans higher than others? Do you know why this is?
There is normally a peak around Christmas and then in late Spring/early Summer. This is consistent with peaks in spirits consumption and with times of the year when informal get togethers happen more frequently.