Diageo launches frozen cocktails in pouches

Diageo is investing in the frozen cocktails sector with the launch of Parrot Bay ‘freeze and squeeze’ cocktails.

Louise Robbie, senior innovation manager at Diageo GB, says: “Following explosive growth of frozen alcoholic cocktails in the US (+ 261% volume growth IRI 52 weeks ending 3-20-11), we have tested Parrot Bay ‘freeze and squeeze’ cocktails in three European countries and seen great results across the board – so now is the time to roll the product out further.

“The launch of Parrot Bay ‘freeze and squeeze’ cocktails in the UK is set to inject real excitement into the spirits market, opening up huge sales opportunities for the off-trade by offering consumers a new and exciting way to serve drinks during the ever-popular ‘casual get-togethers’ occasion.”

The launch is being supported by a £2.1m through-the-line campaign, including TV advertising in the UK, which goes live in July. The frozen cocktails will be sold in eight countries across Europe: Belgium, UK, Greece, Ireland, Italy, Netherlands, Portugal, and Spain.

11 March 2013 - Felicity Murray