Diageo Great Britain is introducing a new addition to its portfolio this March. The company is going to launch Smirnoff vodka and Cola in a premix can. The combination of vodka and Cola is one of the most favourite on-trade drinks in the UK, and so Diageo hopes that the 250ml cans will win the attention of the consumers.
As for now the price of the Premix category is worth £26million and is rapidly growing. «Our fantastic premix cans offer shoppers the opportunity to enjoy their favourite spirit drink with minimum effort and in a perfect, measured serve,» says Charlotte Brown, Innovations Commercialisation Manager at Diageo GB. «With the category in such high growth, we expect Smirnoff and Cola to be a real winner and a key driver in making spirits as convenient as beer and wine in the homes of consumers. Shoppers tell us that they are after a great taste that’s ideal for what we refer to as ‘transition occasions’ at home. This is the time of day, from 6 — 9pm on a weekday or weekend, when people are either winding down for the day or preparing for a night out,» she added.
(Smirnoff+Coca-Cola bottles)
The launch will be supported by a massive TV advertising campaign starting in mid-April and rolling out throughout the summer. The company wants to make its range of the premix category more popular among local buyers. The budget of the campaign is £5million, and the money will be spent on online-projects, in-store advertising, loyalty card activity and POS.