Diageo launches Smirnoff variants and premix drinks

by Gemma Charles, marketingmagazine.co.uk 04-Mar-09, 09:20

LONDON - Diageo is rolling out nationally Lime Smirnoff and Green Apple Smirnoff following a six-month trial in Bristol.

The company 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 current range to seven, all of which will be available to grocery, convenience and wholesale retailers from April. Following pre-Christmas trials in Asda, Baileys with a hint of Coffee, will be available to all grocery retailers from March.

Steve Hamilton, innovation commercialisation director at Diageo GB, said: ‘Innovation is central to our work at Diageo and our current NPD strategy of in-market testing and nurturing is delivering some exciting results. This year, we look forward to rolling out some of these great innovations and generating increased value for the beer, wine and spirits (BWS) category, and our customers.'