This winter Diageo Great Britain has launched a 20cl bottle for Morgan's Spiced® rum based spirit into the Scottish Off Trade. The new SKU is aimed specifically at the convenience sector where the 20cl format accounts for more than 6 per cent of all spirits sold, last year delivering more than £68million in value*.
Amy Richardson, Brand Manager for Morgan's Spiced, Diageo Great Britain says:
'Spirits bought in convenience stores are commonly impulse purchases, with customers often buying what they want when they are pressed for time, for example on the way home or to a party.'
'The new 20cl SKU for Morgan's Spiced will appeal to customers not only for being a recognisable high quality brand but also because of its compact size, portability and lower price point.'
Morgan's Spiced is the number one speciality brand in Scotland and is currently experiencing strong growth in Great Britain at +3% vs 1% Total Spirits **.
This year more than £650,000 is being invested to promote Morgan’s Spiced in Scotland with activity including TV, Outdoor Posters and Scottish radio sponsorship on Borders, Clyde 1 FM, Forth One, Moray Firth, Northsound 1, Tay FM and West FM. The sponsored 'mash-up' music shows take place on Friday and Saturday nights reinforcing Morgan’s Spiced suitability to more high energy impulse occasions.
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Notes to editors:
The Morgan's Spiced word and all associated logos are trade marks
*AC Nielsen 2005
**AC Nielsen Nov 2005
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