Diageo has revealed a series of new product launches across six of its most well-known brands, as it seeks to invigorate the alcohol market during the spring and summer.
The product developments concern the Guinness, Smirnoff, Pimm’s, Captain Morgan, Gordon’s and Cîroc portfolios. “The launch of new flavours, product formats and variants across six of the business’ most popular brands is the result of Diageo’s commitment to driving drinks industry growth through innovation,” the firm said.
Diageo UK managing director Andrew Cowan said: “Today we are launching innovations on brands that have a cumulative heritage of over 650 years. We own an amazing portfolio of brands of which we are the custodians; in 2015 we will write the next chapter, all the while ensuring that we do justice and stay true to their heritage.
“We recognise that innovation needs to be at the heart of our commercial strategy, and at Diageo we want to grow our business by getting people to drink better, rather than more. Today nearly 13% of our business comes directly from innovation. My goal is that in the next five years innovation will account for 20% of our business.”
Guinness – the stout brand will launch a “beautifully balanced” Golden Ale in April. Brewed using Guinness yeast, fine hops, Irish barley and specially selected amber malt, the premium ale’s launch follows the introduction of Guinness West Indies and Guinness Dublin porters, and will seek to enhance Diageo’s position within the booming bottled ale segment.
Pimm’s – a new cider cup that blends Pimm’s No.1 with British cider will be introduced, following the launch of Pimm’s strawberry with a hint of mint earlier this month. It will also feature a hint of classic Pimm’s strawberry and cucumber flavours, Diageo said.
Captain Morgan – Diageo will seek “to put white rum back on the map” with the introduction of Captain Morgan white rum, supported by a seven-figure through-the-line marketing campaign.
Smirnoff – new Smirnoff Ice Double Black with Guarana will launch into the ready-to-drink market in western Europe from the beginning of April. Featuring a “distinctive guarana taste”, the new drink has already been successful in Africa and Australia, Diageo said.
Gordon’s – the gin brand will target a slightly older demographic with its new Frozen Cooler frozen pouches, featuring “a complex taste profile of apple and elderflower flavours”. Pimm’s will also launch a frozen offering in its new Summer Crush, following the success of similar frozen pouch products within the Smirnoff and Parrot Bay brands.
Cîroc – a new pineapple variant of the luxury gin brand will “expand the segment and reach out to new consumers”. It is crafted exclusively from fine French grapes and infused with freshly crushed pineapple to create a juicy yet smooth taste, featuring a hint of vanilla.
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