Diageo launches Nola – a vodka spritz brand

Diageo aims revolutionise the ready-to-serve category with the launch of Nola – a new brand offering a new generation of vodka spritzes. Nola is aimed at the female market and has been designed to better meet women’s expectations in occasions where they traditionally default to wine. The ready-to-serve category is worth £202 million in the UK (Nielsen, Value Sales, MAT week ending 26.04.2014), with 62% of purchases within the ready-to-drink category being made by women (Kantar Worldpanel Alcovision Y/E March 2013 )

Available in Raspberry & Elderflower and Watermelon & Strawberry flavours, the Nola vodka spritzes offer a refreshing-tasting, fruity alternative to wine. Both flavours contain about half the ABV and 35% fewer calories than a standard glass of Pinot Grigio, with less than 100 calories per 175ml glass.

Available in a 70cl bottle with an RRSP of £7.99 (promotional RRP of £5.99), and a 25cl can with an RRSP of £2.99 (promotional RRP of £2.00), Nola is designed to appeal to women in their late 20s and 30s who are looking for new and exciting drink alternatives for their casual-get-togethers. The bottle is an industry first which has been specifically designed for Nola to emulate the tall, slender, sophisticated shape of a wine bottle, while being able to hold carbonated liquids.

Nola will be stocked exclusively in Tesco and Asda stores from this week, with the product being rolled out nationally from January 2015.

Alice Ponti, senior innovation manager for Western Europe at Diageo says: “We created Nola after realising how little choice women have for a great tasting, lighter alternative to wine. A 12% ABV drink is not ideal on all occasions. Nola has been researched extensively and the consumer response has been consistently phenomenal.

“We are very excited about the launch of Nola. We have dedicated an all-female cast of Diageo liquid scientists to the development of the new brand, who have worked tirelessly to deliver a new drinking experience that offers delightful aromas and flavours, yet is lighter than wine. We are confident Nola will be successful at filling a significant gap in the market.”

16 June 2014 - Felicity Murray The Drinks Report, editor