As consumers trade going out for staying in, the opportunity to enjoy your favourite cocktail or mixer at home has inspired the consumer. As the Ready to Drink (RTD) category enjoys double-digit growth through FY25/26, Diageo took the extra step to invest in consumer experience. This new full format convenience POP up in Morrisons stores has improved sales significantly. Simple, but very effective shopper materials are brought together to ensure the category shop really ‘pops’ in the aisle attracting new customers and brand formats to the category.
