Diageo has re-introduced its ready-to-drink (RTD) range with six new price-marked packs as it intends to leverage on the £38m ($47m) pre-mix segment.

The new range includes Gordon’s gin and tonic, Smirnoff and cola, Smirnoff and cranberry, Gordon’s and slimline tonic, Captain Morgan and cola, and Pimm’s No.1 with lemonade, reported Foodbev.com. These packs will be priced at £1.50 and replaces the earlier promotion of two for £3.

This move has been taken following research suggesting consumers are more likely to opt for single-price promotion on alcoholic drinks in the convenience segment.

"The pre-mix trend is being driven by consumers looking for new and exciting drinks to enjoy at casual get togethers and parties."

Diageo's senior customer category development manager Claire Kendall was quoted by Thespiritsbusiness.com as saying: “The pre-mix trend is being driven by consumers looking for new and exciting drinks to enjoy at casual get togethers and parties.

“The classic combinations are the most popular in the RTD category within Diageo’s portfolio, with the Gordon’s gin and tonic 250ml can being the bestselling variant, and Pimm’s and lemonade and Captain Morgan and cola coming in a close second and third.

“We’re continually looking to innovate in this space and our new ready-to-drink £1.50 price-marked packs represent an opportunity for retailers to improve positive price perception and ease of shop for customers in the convenience sector.”