Southern Comfort has put a special emphasis on the wholesale channel to support its pound;1.2m ‘Suspended moments’ campaign on TV and outdoor media over the summer.
It has placed 28,000 pitcher packs in national cash and carry and regional cash and carry outlets, split 50/50 across both. The packs offer consumers a free pitcher with their purchase.
There are also 40,000 SoCo ice and lime trays in the off trade, with 16,000 for the convenience sector and 24,000 for regional cash and carries. The ice and lime trays, which come as collars on the bottles, enable consumers to freeze lime wedges inside ice cubes.
Neil Aitken, regional marketing manager for Southern Comfort, commented: “We are investing heavily in providing the wholesale, on-trade and the off-trade sectors with high quality and premium value-added kits this summer to help drive sales of SoCo.”