Diageo is branching out into the flavoured spirits market with the launch of three new products under its Parrot Bay brand.
The company will be rolling out strawberry, coconut and passionfruit variants of the 19 per cent abv beverage. They will be made available in 70cl bottles retailing at £13. Diageo believes that the flavoured spirits market is a prime target for growth with only seven per cent of UK households currently purchasing these products.
Diageo stated that by increasing market penetration to 15 per cent it will help to generate an extra £47 million for the category. The company wants to build on the success of the 'Freeze and Squeeze' cocktail pouches which it launched 18 months ago. Sales of the Parrot Bay range reached five million with 60 per cent of buyers going on to make a repeat purchase.
According to Nielsen data, the drinks have been very popular with females aged between 18 and 25. Diageo is expected to target this demographic once again as the research noted that this group enjoy the sweet taste of other similar beverages such as flavoured cider and lagers. The research found that customers would be looking for something accessible in the flavoured spirits drink category.
Helen Hawkings, Diageo's marketing manager, said: "Flavoured alcohol is currently experiencing significant growth, yet while this has been a focus across the premium spirits sector and even beer and cider categories, it has not been as prevalent as it could be across the mid-proof spirits market."
Diageo has already made forays in the flavoured spirits market with its Smirnoff brand. The Russian vodka currently offers flavours such as apple, lime, blueberry and espresso. It has also launched a number of pre-mixed products such as Smirnoff Vodka and Cranberry Juice which saw the brand team up with Ocean Spray Cranberry Juice.