Diageo brands roll out following trials

Diageo (GB) has announced successful results for new product flavour tests and unveiled further plans

Smirnoff flavoured vodkas
Smirnoff flavoured vodkas, Lime Smirnoff and Green Apple Smirnoff, which have been on trial in a select number of retailers in Bristol for more than six months, will now be available to all off-trade retailers nationally this summer.

The company says the Bristol test, which began in July 2008, saw some excellent results, driving double-digit growth in the vodka category and significantly increasing flavoured vodka’s share of the spirits category. The test was backed by a marketing campaign which increased awareness, trial and repeat purchases of the flavours as well as driving sales for the Smirnoff brand and increased profits for retailers.

The lime and green apple flavours cuts through mixers to offer a refreshing-tasting take on classic long mixed drinks.

Premix
Diageo GB is also introducing three new variants into its Premix 250ml can range - Morgan’s Spiced & cola, Smirnoff vodka & Schweppes tonic and Bulleit Bourbon & cola.  This extends the range to seven, all of which will be available to grocery, convenience and wholesale retailers from April.  

The new and emerging Premix category is currently one of the fastest growing spirits category in BWS at +13% and is worth £20million in retail sales, according to AC Nielsen figures.  Diageo GB made two new variants available to grocery retailers from April last year, Smirnoff & Ocean Spray Cranberry Juice Drink and Gordon’s Gin & Schweppes Slimline Tonic, both of which drove growth in the Premix category and will now be available to convenience and wholesale customers.

Baileys flavours
Following successful pre-Christmas trials, Baileys with a hint of Coffee, which was the leading Baileys SKU in ASDA prior to Christmas, is now available to all grocery retailers.  All three Baileys flavours, Coffee, Mint Chocolate and Crème Caramel, will be available in 1 litre SKU in some grocery retailers.

1 May 2009 - Felicity Murray