The new and emerging pre-mix category is currently one of the fastest growing spirits categories in BWS for grocery, convenience and wholesale retailers, with +13%, and is worth £20m in retail sales.
Lime Smirnoff and Green Apple Smirnoff provide retailers with an option to differentiate their vodka offerings and appeal to consumers looking to add more variety to their current drinks repertoire. The lime and green apple flavours cuts through mixers to offer a refreshing take on classic long-mixed drinks.
Diageo GB is also introducing three new variants into its current pre-mix 250ml can range:
This extends the current range to seven, all of which are now available to grocery, convenience and wholesale retailers.
Following successful pre-Christmas trials, Diageo GB is also pleased to announce new availability for the Baileys flavours range. 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, as well as Baileys with a hint of mint chocolate, and Baileys with a hint of crème caramel) are available in 1-litre SKU in some grocery retailers.
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 category, and our customers.”
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