Diageo has announced the launch of a new pre-filled 20cl counter top unit in a bid to drive impulse sales of spirits within convenience stores.

Available now, the unit contains pricemarked bottles of Gordon’s, Smirnoff and Bell’s, and is designed to be placed on counter tops to help overcome the barrier to purchase when spirits are kept behind the counter.

Each 20cl bottle contains eight serves, providing a solution for budget-conscious shoppers who are looking for ‘something for tonight’, says Diageo’s category development manager for convenience, Vicky Mundy.

“Smaller bottles are currently driving growth in spirits and we know that shoppers feel reassured they are getting value for money when they purchase pricemarked packs,” she added.

“The counter top space is a key selling opportunity for impulse purchases. Alcohol offers a far greater cash margin than other impulse purchases such as confectionery, so the new unit offers major benefits for retailers in the convenience sector.”

The counter top unit contains 4 x Smirnoff 20cl (£4.69 PMP), 4 x Bell’s 20cl (£4.99 PMP), and 4 x Gordon’s 20cl (£4.99 PMP).

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