Diageo has extended its Parrot Bay brand’s “freeze and squeeze” cocktail pouch selection with the addition of a new margarita flavour.
Available in the off-trade channel from the beginning of March, it will join the brand’s existing product portfolio of single serve, ready-to-drink frozen cocktails – including berry daiquiri, piña colada, mojito and passionfruit caipirinha.
Its introduction will seek to exploit “greater demand amongst consumers for different and exciting drinks which can be bought to enjoy with friends,” Diageo said.
Emily Young, innovation marketing manager for Diageo, added: “Since they were created in 2013, frozen drinks are now worth nearly £14m – with Diageo’s ‘freeze and squeeze’ products making up £12.4m of sales. Parrot Bay has been a key driving force for growth in this area, with repeat purchase levels proving to be higher than all other grocery NPDs at launch.
“As frozen drinks continue to develop in popularity, we are keen to continue building on the success of our Parrot Bay products. The Margarita is the classic frozen cocktail choice and is therefore an important addition to our ‘freeze and squeeze’ offering; we anticipate this flavour to be one of the best sellers of the Parrot Bay frozen range.”
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